Have Apps Like Blinkit, Zepto Really Dropped The 10-Minute Delivery Promise?

The race for ultra-fast delivery in India's quick commerce sector appears to be slowing down, with major players like Blinkit and Zepto seemingly stepping away from their highly publicized 10-minute delivery promises. This shift comes amid growing concerns about the safety and working conditions of gig workers, and government intervention.

For a while, the 10-minute delivery proposition was a key differentiator for these platforms, attracting customers with the promise of unparalleled speed and convenience. However, this aggressive timeline has faced increasing scrutiny, with critics arguing that it puts undue pressure on delivery partners, potentially leading to unsafe riding practices and compromised well-being.

The catalyst for this change seems to be the intervention of the Union Labour Ministry, with Minister Mansukh Mandaviya raising concerns about the impact of ultra-fast delivery promises on gig workers. Following discussions between the ministry and representatives from Blinkit, Zepto, Zomato, and Swiggy, these platforms have seemingly agreed to remove explicit references to 10-minute deliveries from their branding and advertising.

Blinkit has already taken the lead, updating its tagline from "10,000+ products delivered in 10 minutes" to "30,000+ products delivered at your doorstep". This change signals a move away from emphasizing speed as the primary selling point. Zepto is also expected to follow suit, with other platforms likely to make similar adjustments to their messaging. While the "10-minute delivery" promise may still be visible on some app stores, the overall trend indicates a deliberate effort to de-emphasize this aspect of their service.

The government's intervention was not without cause. Gig worker unions staged strikes, including one on New Year's Eve 2025, to protest the 10-minute delivery model and demand better pay and working conditions. These actions brought attention to the pressure faced by riders and the potential risks associated with meeting such tight deadlines.

Despite the removal of the 10-minute promise, it's important to note that quick commerce companies are not necessarily abandoning speed altogether. They may still prioritize fast delivery, but without explicitly advertising a specific timeframe. Eternal Group CEO Deepinder Goyal has stated that faster deliveries are mainly due to strategically located stores and not necessarily unsafe riding speeds. Also, Eternal, the parent company of Zomato and Blinkit, clarified that there is no change in Blinkit's underlying business model.

The shift away from the 10-minute delivery promise could lead to several changes in the quick commerce landscape. Companies may focus more on factors such as product assortment, reliability, and customer service to differentiate themselves. It could also lead to a greater emphasis on sustainable practices and improved working conditions for delivery partners.

It appears that while the allure of "instant" gratification was a powerful marketing tool, the industry is now acknowledging the need for a more balanced approach that prioritizes both speed and the well-being of its workforce. The future of quick commerce may lie in finding a sustainable model that delivers convenience without compromising safety and ethical considerations.