Eternal-owned quick-commerce firm Blinkit has dropped its '10-minute' delivery claim from all platforms amid growing concerns over delivery workers' welfare.
It has revised the tag-line from "10,000+ products delivered in 10 minutes" to "30,000+ products delivered at your doorstep".
This comes after Union Labour Minister Mansukh Mandaviya held meetings over the past month with major quick commerce and delivery platforms, including Blinkit, Zepto, Zomato and Swiggy, to discontinue the marketing and branding of 10-minute delivery services.
Other quick commerce platforms, such as Swiggy and Zepto, may also follow suit after the intervention by the Union Ministry of Labour, which was concerned about the welfare of the delivery workers trying to meet such tight deadlines.
The promise of 10-minute delivery led to gig workers holding a nationwide strike on New Year's Eve in 2025, drawing attention to workers' health, safety and income.
Shares of Swiggy settled marginally higher at Rs 350.2 per share, up 0.17 percent. The stock trimmed some of its gains after Blinkit's annoucement.
Shares of Eternal settled near day's high at Rs 294.25 per share, up 3.16 percent.
The move is aimed at ensuring greater safety, security and improved working conditions for gig workers. Other quick commerce aggregators are expected to follow suit in the coming days.
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