GLOBIVOX

Blinkit has officially discontinued its 10-minute delivery promise following a government intervention that flagged serious concerns over the safety of delivery riders. The move comes amid increasing scrutiny of quick-commerce platforms and the pressure their ultra-fast timelines place on gig workers.

Government sources indicated that the strict delivery targets were encouraging unsafe riding practices, including speeding and traffic violations, posing risks not only to delivery personnel but also to the public. Authorities asked quick-delivery companies to reassess their operational models and remove rigid timelines that could compromise safety.

In response, Blinkit said it remains committed to rider welfare and will prioritise safe and sustainable delivery practices over aggressive time-based guarantees. The company clarified that deliveries will continue as usual, but without a fixed 10-minute promise, allowing riders to operate without undue pressure.

The decision marks a significant shift in India’s fast-growing quick-commerce sector, which has seen intense competition driven by speed-based marketing. Other platforms such as Zepto and Swiggy Instamart are also reportedly reviewing their delivery commitments following the government’s advisory.

Industry experts believe the move could lead to more balanced delivery timelines across the sector, improving working conditions for riders while maintaining service efficiency. The government has signalled that it will continue monitoring gig-economy platforms to ensure compliance with safety and labour norms.

The government’s intervention follows a series of complaints and internal assessments suggesting that ultra-fast delivery promises were creating unsafe work environments for gig workers. Officials noted that while technology-driven logistics have improved convenience, worker safety cannot be compromised for speed.

Labour experts have welcomed the move, calling it a necessary step to protect delivery partners who often operate under intense pressure to meet strict deadlines. They argue that removing rigid time guarantees could reduce road accidents and stress-related issues among riders.

Consumer response to the decision has been mixed. While some users expressed disappointment over longer delivery times, many acknowledged the importance of prioritising human safety over convenience. Social media discussions have increasingly highlighted the challenges faced by gig workers, bringing greater public attention to their working conditions.

The development could also reshape marketing strategies within the quick-commerce industry. Companies that previously competed on speed may now focus on reliability, quality of service, and worker welfare as key differentiators. Analysts suggest this shift could lead to more sustainable growth in the sector.

The Centre is expected to hold further consultations with quick-commerce firms to establish broader safety guidelines for last-mile delivery operations. These discussions may include measures such as realistic delivery timelines, safety training, and insurance coverage for riders.

As India’s gig economy continues to expand rapidly, the Blinkit decision signals a growing regulatory focus on balancing innovation with accountability. The coming months may see tighter oversight of digital platforms to ensure that growth does not come at the cost of worker safety or public well-being.