Blinkit to stop 10-minute delivery branding following gig workers protest

Union Labour Minister Mansukh Mandaviya has successfully persuaded major delivery aggregators to abandon their mandatory "10-minute delivery" promises. During a high-level meeting held on Tuesday, January 13, 2026, the Minister met with top officials from Blinkit, Zepto, Swiggy, and Zomato to discuss the growing concerns regarding the safety of gig workers. The government emphasized that the pressure of meeting razor-sharp deadlines often forced delivery partners into risky driving, endangering both themselves and others on the road.

All major quick commerce players have formally assured the government that they will remove explicit time-bound delivery commitments from their branding, social media, and advertising campaigns. The shift comes on the heels of sustained protests by delivery partners and a nationwide strike on New Year's Eve, where thousands of riders demanded better working conditions and an end to "exploitative" speed mandates. Minister Mandaviya reiterated that while innovation is welcome, it cannot come at the cost of human lives and worker well-being.

As per reports, Blinkit, a leader in the segment, has already taken the lead by revising its principal messaging. Its tagline has transitioned from focusing on "10-minute delivery" to highlighting its vast inventory delivered "at your doorstep." Industry experts believe this change marks a transition towards "Predictive Commerce," where the focus will shift from reckless speed to better store density and efficient packing without putting undue pressure on the riders.