Quick-commerce platform Blinkit has removed its long-standing “10-minute delivery” branding following intervention by the Indian government’s Labour Ministry amid concerns over gig worker safety, according to multiple reports.
The move has come after discussions led by the Labour Ministry with major delivery companies, including Blinkit, Swiggy and Zepto, on the implications of ultra-fast delivery promises on safety and working conditions for riders.
In response to questions from stock exchanges after media reports about changes to delivery claims, Eternal, Blinkit’s parent company, has said there has been no change to Blinkit’s quick commerce business model that could have any material impact on the company.
Eternal’s clarification followed reports noting that platforms were dropping 10-minute delivery branding to align with government concerns, though the company insisted that operationally and financially things remained consistent
