Quick commerce platform Blinkit has reportedly removed its 10-minute delivery claim across its platforms following directions from the Union Ministry of Labour.
Multiple reports citing sources said Blinkit has replaced its earlier 10-minute delivery messaging with communication that highlights the number of products delivered to customers’ doorsteps. However, the platform continues to show delivery timelines as low as 8 minutes in select locations, as seen on its website and mobile app.
The change follows a meeting between Union Labour Minister Mansukh Mandaviya and senior executives from food delivery and quick commerce platforms, including Zomato, Swiggy, and Zepto. The discussion focused on delivery timelines and the working conditions of platform-based workers.
According to reports, the ministry advised companies to avoid fixed delivery time commitments that could affect the safety and wellbeing of gig workers. Officials reportedly raised concerns that strict time-based promises may increase pressure on delivery partners.
The government’s intervention came after a nationwide protest by gig workers on New Year’s Eve. Workers across multiple platforms highlighted issues related to income security, safety risks, and pressure linked to time-bound delivery targets.
Ultra-fast delivery models have grown rapidly in India over the past few years, with several platforms promoting deliveries within very short time frames. As the sector continues to scale, these models have increasingly drawn regulatory attention.
According to reports, government sources indicated that other quick commerce and food delivery platforms such as Swiggy Instamart, Zepto, BigBasket, and Flipkart Minutes may also review delivery time-related branding and messaging. However, no official announcements have been made by these companies so far.
The development signals a possible shift in how quick commerce platforms communicate delivery promises, as authorities place greater emphasis on worker safety and sustainable operating practices.
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