In India’s rapidly expanding quick-commerce sector, the promise of “10-minute delivery” came to represent extreme convenience driven by nearby dark stores and streamlined logistics. However, as Blinkit drops this claim following intervention by the Labour Ministry, the focus is shifting amid growing concerns over the safety and well-being of gig workers.
A delivery rider, who participated in a nationwide strike, said strict time expectations often led to customer harassment and risky behaviour on the road. He recalled being pressured during delays and even meeting with an accident due to constant calls from customers. The government’s intervention, he said, has brought much-needed relief to workers whose concerns were long ignored.
Blinkit has now moved away from rigid timelines, highlighting product availability instead. Deliveries will depend more on practical factors such as traffic, distance, and order load. Many customers, like a Delhi-based homemaker, welcomed the change, saying delays were common anyway and patience would now replace pressure.
Worker unions hailed the decision as a major win, citing reduced stress and safer conditions. Importantly, the change affects branding rather than operations. Delivery speed will still rely on efficient infrastructure, not unrealistic promises. Zomato founder Deepinder Goyal had earlier clarified that quick deliveries result from smart planning and store density, not by pushing riders to rush.