Blinkit Removes 10-Minute Delivery Claim

Quick commerce platform Blinkit has allegedly taken down its 10-minute delivery promise from all its platforms, acting on directions from the Union Ministry of Labour. Various media reports, referencing informed sources, revealed that Blinkit has substituted its previous tagline about 10-minute delivery with new messaging emphasising the quantity of products delivered right to customers’ doorsteps. Nevertheless, the platform still exhibits delivery times as brief as 8 minutes in certain areas, as shown on its website and app.

This change came after a meeting involving Union Labour Minister Mansukh Mandaviya and top officials from food delivery and quick commerce services, including Zomato, Swiggy, and Zepto. The discussion centred around delivery timeframes and the working conditions for platform-based employees.

Reports indicate that the ministry urged platforms to refrain from making fixed delivery time promises that might adversely affect the safety and wellbeing of gig workers. This intervention followed a nationwide protest led by gig workers on New Year’s Eve, where individuals from various platforms expressed worries regarding income stability, safety concerns, and the pressures related to time-based delivery targets.

Ultra-fast delivery models have surged in popularity throughout India over the last few years, with numerous platforms advocating for speedy delivery within limited timeframes. These operational models have garnered regulatory scrutiny as the sector expands.

As per the Economic Times, government sources suggested that other quick commerce and food delivery services, such as Swiggy Instamart, Zepto, BigBasket, and Flipkart Minutes, might also reconsider their delivery time-related branding and messaging, although no formal statements from these companies have been disclosed at this time.

Startup Superb has reached out to Instamart and Zepto for their input.