Policy · Commerce & Consumer Brands

Blinkit drops 10-minute delivery claim after government pressure

By Startup Enthusiast · 13 January 2026

What they do

Blinkit is a quick-commerce platform that delivers groceries and essentials in minutes

It removed its '10-minute delivery' tagline after the labour ministry flagged safety risks for delivery workers

The change follows a nationwide gig worker strike and political calls for stricter rules on delivery timelines

Blinkit removed its '10-minute delivery' claim from the platform after the Union labour ministry intervened over delivery worker safety.
The ministry held a meeting with senior leaders of Blinkit, Zepto, Swiggy and Zomato to discuss delivery timelines and gig worker pressure.
Labour minister Mansukh Mandaviya urged companies to remove strict delivery deadlines that could put delivery partners at risk.
Blinkit updated its tagline to either '10,000+ products delivered to your doorstep' or '30,000+ products delivered at your doorstep' (reports conflict).
Swiggy and Zepto are also expected to stop using 10-minute delivery branding.
A nationwide strike by gig workers on December 25 and 31, 2025 brought attention to safety, pay and working conditions.
AAP MP Raghav Chadha called for a ban on 10-minute deliveries and tighter rules for app-based platforms during the Winter Session of Parliament.
Blinkit continues to display delivery timelines as low as 8 minutes in select locations on its website and app.

The government notified labour reforms effective November 21, 2025, replacing 29 central labour laws with a consolidated framework.
Under the new labour codes, gig workers are eligible for schemes like PF, ESI and insurance under a social security fund.
The government proposed insurance for gig workers who worked at least 90 days with one platform or 120 days across multiple platforms.
Eternal CEO Deepinder Goyal publicly defended Blinkit and Zomato after the gig workers strike on December 31.
Info Edge founder and Eternal shareholder Sanjeev Bikhchandani supported Goyal, saying delivery partner welfare takes significant time at Eternal board meetings.

Blinkit is a quick-commerce platform that delivers groceries, household items and essentials in minutes.
The company is owned by Eternal Limited (formerly Zomato), which acquired it in 2022.
Blinkit makes money through delivery fees, commissions from partner stores and advertising.
Eternal claimed it spent over INR 100 crore on insurance coverage for delivery partners in 2025.
Deepinder Goyal said the average distance per Blinkit order was 2.03 km with average driving time nearly eight minutes.

Blinkit is expected to comply with government guidelines on delivery timelines.
Swiggy Instamart, Zepto, BigBasket and Flipkart Minutes may also review their delivery time branding.