Blinkit Revises Delivery Model in Response to Worker Safety Issues
Blinkit, a quick commerce platform owned by Eternal, has officially dropped its much-publicized “10-minute delivery” claim. This decision, announced on January 13, 2026, is a direct response to rising concerns from the Union Ministry of Labour regarding the safety and welfare of gig workers who are responsible for deliveries.
The company has updated its promotional tagline from “10,000+ products delivered in 10 minutes” to a more general “30,000+ products delivered at your doorstep,” indicating a shift in focus from expedited service to a more customer-friendly approach.
Background of the Delivery Model Concerns
The safety of gig workers has emerged as a pressing issue, particularly highlighted by a nationwide strike on New Year’s Eve. During this protest in 2025, gig workers raised alarms about the relentless pressure that rapid delivery timelines placed on their health and safety.
Following discussions with labour officials, Blinkit decided to revise its delivery commitments, showing a willingness to engage constructively with worker concerns. Experts believe that this change may prompt other companies, including competitors like Swiggy and Zepto, to reconsider similar time-bound delivery models.
Strikes and Worker Welfare
Nationwide Strike Emphasizes Worker Safety
The strike was organized by gig workers and supported by various labor unions, all calling for the elimination of the 10-minute delivery model. Workers argued that such demands jeopardized their health and safety on the roads.
As pressure mounted, the Ministry of Labour became actively involved, engaging with multiple quick commerce platforms to advocate for improved working conditions and safety measures. The Ministry’s intervention reflects a broader recognition of the need to protect gig workers in a rapidly changing labor landscape.
Mobility and Mental Health Issues
Gig workers have reported high-stress levels often associated with tight delivery schedules. Many deliverers have expressed concerns about road safety and the financial pressure of maintaining fast delivery times, which can lead to risky behaviors while commuting.
A senior official from the Ministry of Labour mentioned, “Implementing stricter timelines for deliveries can create an environment that endangers riders’ health and safety. Our focus is on ensuring that workers are not compromised in their quest to meet unrealistic customer expectations.” This sentiment underscores the need for a balanced approach to gig economy models that prioritize both efficiency and worker protections.
The Role of Technology in Gig Economy
Company Reactions and Statements
While Blinkit has removed its controversial delivery timeline, other companies are still displaying similar promises in their app stores. The CEO of Eternal Group, Deepinder Goyal, maintained that the promise of 10-minute delivery does not encourage reckless behavior among riders.
In a statement shared on social media, he noted, “Our delivery partners operate without customer-facing time commitments in their apps. There is no countdown timer for riders to follow, as fast deliveries are mainly possible due to the proximity of stores to customers, not due to reckless driving.” This remark points to a level of reassurance provided to both the consumers and the delivery partners about safety protocols in place.
Impending Actions from Other Companies
As Blinkit leads the way in modifying claims, competitors like Zepto and Swiggy are anticipated to follow suit. Industry analysts believe that adopting a similar approach will not only enhance worker safety but also improve public perception in the competitive market.
According to industry sources, several other platforms may announce changes in their delivery protocols as well, indicating a potential shift towards long-term sustainability in the gig economy. As companies refine their operational models, workers’ voices are becoming more central in the discussions surrounding fair labor practices.
Implications for the Gig Economy
The evolving landscape of quick commerce is a reflection of larger shifts in labor practices worldwide. The gig economy has come under increasing scrutiny for its treatment of workers, making it essential for companies to reassess their operational models to ensure the welfare of their staff.
As platforms like Blinkit take steps to enhance conditions for gig workers, labor advocates remain watchful for any additional changes that may ripple through the entire sector. Advocates argue that healthier work conditions could lead to higher job satisfaction and lower turnover rates within the industry.
Future of Gig Work in India
The recent developments underscore a crucial turning point in the gig economy, particularly in India, where digital services are booming. Government policy movements and labor demands are increasingly intertwined, stressing the need for fast delivery services to operate responsibly.
The Labour Ministry’s involvement suggests a more proactive governmental stance aiming to ensure safety standards and fair practice regulations are upheld across the sector. As customer expectations evolve, companies will have to find a balance between efficiency and safety to sustain growth.
Conclusion and Next Steps
Looking ahead, Blinkit and other players in the gig economy face the challenge of implementing these changes while still meeting market demands. Both consumers and company leaders recognize the importance of maintaining delivery efficiency, but not at the expense of worker safety.
As these changes take effect, stakeholders across the industry will be keen to observe the outcomes. The focus will now shift towards ensuring that gig workers can operate safely and efficiently without compromising their well-being or the quality of service they provide.