Blinkit removes 10 min delivery branding after govt intervention; ​​Zepto, Instamart, others in focus

Quick commerce platform Blinkit has reportedly removed its 10-minute delivery claim from all its platforms following directions from the Union Ministry of Labour.

Multiple media reports, citing sources, said that Blinkit has replaced its earlier tagline referring to 10 minute delivery with messaging that highlights the number of products delivered to customers’ doorsteps. However, the platform continues to display delivery timelines of as low as 8 minutes in select locations, as reflected on its website and app.

The move 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 meeting focused on delivery timelines and working conditions of platform-based workers.

According to the reports, the ministry advised platforms to avoid fixed delivery time commitments that could impact the safety and wellbeing of gig workers.

The intervention followed a nationwide protest by gig workers on New Year’s Eve. Workers across multiple platforms raised concerns related to income security, safety, and pressure linked to time based delivery targets.

Ultra fast delivery models have expanded rapidly in India over the past few years, with several platforms promoting delivery within short time windows. These models have attracted regulatory attention as the sector continues to scale.

According to Economic Times, 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, although no official announcements have been made by these companies so far.

Entrackr has reached out to Instamart and Zepto for comments.