6 Stories At 6: Blinkit Drops 10-Minute Delivery Tag After Govt Steps In

6 Stories At 6: Blinkit has removed the “10-minute delivery” claim from its branding and platforms following the intervention of Union Labour Minister Mansukh Mandaviya, amid growing concerns over the safety and working conditions of gig workers.

According to sources, the decision came after Mandaviya held discussions with senior officials of quick-commerce and food delivery platforms, including Blinkit, Zepto, Swiggy and Zomato. During the meeting, the minister advised companies to do away with strict delivery time commitments in the interest of delivery partners’ safety. Blinkit has already acted on the advisory, removing the 10-minute delivery promise from its brand messaging. The company has revised its principal tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”. Other aggregators are expected to follow suit in the coming days, sources said.

The move is aimed at reducing time pressure on delivery workers and ensuring greater safety, security and improved working conditions for gig workers, who often operate in challenging weather and traffic conditions.