Blinkit scraps 10-min delivery service amid delivery-agent safety concerns; Zepto, Instamart to follow soon

Quick-commerce platforms, including Blinkit, Instamart, and Zepto, have reportedly decided to move away from 10-minute delivery claims following concerns raised by Union Labour Minister Mansukh Mandaviya over mounting pressure on gig workers and stressful working conditions.

According to media reports, the issue was discussed during a meeting between government officials and leading platforms such as Blinkit, Zepto, Zomato, and Swiggy, with a focus on delivery timelines and their impact on rider safety.

Following the discussions, Blinkit has already removed its 10-minute delivery promise from its branding and communications, sources cited by ANI said. Other quick-commerce players, including Zepto and Instamart, are expected to take similar steps in the coming days.

The move is aimed at improving safety, security, and overall working conditions for delivery partners.

Blinkit has already updated its brand messaging. The company’s principal tagline has been revised from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep,” the report noted.

The report comes two weeks after delivery agents of Blinkit, Zepto, and Swiggy Instamart went on a nationwide strike on December 25 and New Year’s Eve.

However, Deepinder Goyal, CEO of Eternal, which owns Blinkit, said the platform was unaffected by the delivery partners’ strike, adding that Zomato and Blinkit delivered more than 75 lakh orders on New Year’s Eve.