Govt steps in to rein in 10-minute delivery

Time-based branding by quick commerce firms set to fade away

- ANEES HUSSAIN & YARUQ HULLAH KHAN

THE PROMISE OF 10-minute delivery, long used as a key differentiator by quick-commerce platforms, is set to fade away as firms rework their branding following intervention by the Union labour ministry.

Eternal-owned Blinkit has already dropped the claim, with other platforms expected to follow, according to official sources. Blinkit has removed all explicit references to a 10-minute delivery guarantee from its branding and messaging after discussions between the labour ministry and leading platform companies on the safety and working conditions of gigworkers. Official sources said the move reflects the government's view that aggressive time-bound claims, even if operationally driven by logistics and proximity, can create indirect pressure on delivery workers and distort consumer expectations. As part of the change, Blinkit has revised its principal tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”, signalling a shift away from speed as a headline promise.

OFFICIAL SOURCES SAID the change is intended to ensure that branding and advertising do not incentivise unsafe behaviour or contribute to stressful working conditions for delivery partners.