Blinkit Removes '10-Minute Delivery' Claim Following Safety Concerns

In a significant move prompted by safety concerns, Blinkit has decided to remove its '10-minute delivery' claim from all platforms. This decision follows discussions with Union Labor Minister Mansukh Mandaviya, who emphasized the need for better safety measures for delivery personnel. The change comes after recent strikes highlighted issues related to working conditions and social security for gig workers. As the government pushes for a balance between rapid service and worker safety, this shift reflects a growing awareness and caution among the public regarding delivery commitments. The implications of this decision could reshape the landscape of quick-commerce services in the future.

By Narendra Chaudhary Jan 13, 2026, 15:18 IST

Government Intervention Leads to Policy Change

In response to safety concerns regarding delivery partners, Union Labor Minister Mansukh Mandaviya has intervened, prompting the quick-commerce platform Blinkit to eliminate its '10-minute delivery' claim across all brand platforms. During discussions with officials from Blinkit, Zepto, Swiggy, and Zomato, Mandaviya advised these companies to abolish stringent delivery timeframes in the interest of their delivery personnel's safety. He emphasized that aggressive deadlines could impose undue pressure on delivery partners, increasing the risk of accidents.

Commitment to Worker Safety

According to official sources, all companies assured the government that they would remove delivery time commitments from their brand advertisements and social media platforms. This initiative aims to prioritize the welfare and safety of gig workers while providing services to customers. This development comes amid growing scrutiny of rapid commerce models and their impact on delivery personnel, with the government stressing that worker safety cannot be compromised for faster deliveries.

Background of Recent Strikes

This decision follows a series of strikes by delivery workers across various platforms at the end of December, which highlighted issues related to working conditions, delivery pressures, and lack of social security. Sources indicate that Blinkit will remove references to '10-minute delivery' from all its brand messaging, including advertisements, promotional campaigns, and social media communications.

No Delay in Deliveries Expected

This change does not imply that deliveries will be delayed. Instead, companies will aim to avoid commitments that could be perceived as promoting unsafe delivery practices, focusing on public messages without specific time guarantees. User experiences in various cities suggest that deliveries continued largely as normal during New Year's Eve, but the strikes reignited discussions about ultra-fast delivery and worker safety.

Evolving Public Sentiment

Previously, platform founders, including Zomato's CEO Deepinder Goyal, publicly defended the fast delivery model, asserting that these models are based on system design rather than speed, and that delivery partners are insured. However, the government's intervention indicates a shift towards a more cautious public sentiment regarding fixed delivery promises.