Blinkit has removed its 10-minute delivery branding following government intervention and growing concerns over gig worker safety. By Tuesday afternoon, the branding was no longer visible on the app, indicating a quiet change in the company’s messaging.
The move follows strikes by delivery workers across platforms in late December, during which workers raised concerns about working conditions, delivery-related pressure, and the lack of social security protections.
The intervention of Union Labour Minister Mansukh Mandaviya has been pivotal in pushing companies to rethink fixed delivery timelines, sources said.
The government has been in discussions with food delivery and quick commerce platforms after unions raised concerns that short delivery timelines could endanger delivery workers.
What Blinkit Is Looking to Update
Sources said Blinkit will remove all references to “10-minute delivery” from its brand messaging, including advertisements, promotional campaigns, and social media communications.
The move does not necessarily indicate slower deliveries. Instead, companies are expected to shift away from fixed delivery-time commitments in public-facing messaging, avoiding promises that could be perceived as encouraging unsafe delivery practices.
Government Engages Major Delivery Platforms
Sources said Union Labour Minister Mansukh Mandaviya held meetings with officials from Blinkit, Zepto, Swiggy, and Zomato as part of the discussions.
During the meetings, the minister urged companies to remove fixed delivery-time limits from their branding and marketing communications.
According to sources, the concern was that such timelines could place additional pressure on delivery workers, even as companies maintain that deliveries are driven by store proximity and system design.
All the platforms have assured the government that they will remove delivery-time commitments from brand advertisements and social media channels, the sources added.