Blinkit is planning to remove its “10-minute delivery” branding after government intervention and growing concerns about the safety of delivery workers, sources told India Today. The move comes after delivery workers across several platforms went on strike in late December, raising issues related to work pressure, poor working conditions and lack of social security.

According to sources, the Union Labour Ministry, led by Minister Mansukh Mandaviya, has played an important role in pushing quick commerce and food delivery companies to rethink the way they promote fast deliveries. The government has been in talks with major platforms after worker unions warned that strict delivery timelines could put delivery partners at risk on the roads.

As part of the changes, Blinkit will remove all references to “10-minute delivery” from its branding. This includes advertisements, promotional campaigns and social media posts. However, this does not mean that Blinkit’s deliveries will become slower. Instead, the company is expected to avoid publicly promising fixed delivery times that may create pressure on delivery workers to rush.

Sources said the focus will shift from speed-based claims to overall service quality. The concern raised by the government is that such time-bound promises, even if supported by technology and nearby stores, may indirectly encourage unsafe driving behaviour among gig workers.

During discussions, Labour Minister Mansukh Mandaviya met representatives from Blinkit, Zepto, Swiggy and Zomato. The minister reportedly asked these companies to remove fixed delivery time commitments from their marketing and advertisements. All the platforms assured the government that they would make changes to their public messaging.

This development follows nationwide strike calls by gig and delivery workers on December 25 and December 31. Worker unions accused platforms of pushing unsafe delivery models, reducing earnings and failing to provide proper social security benefits. While deliveries continued largely as normal in many cities, the strikes highlighted serious concerns around ultra-fast delivery models.

Earlier, company founders, including Zomato CEO Deepinder Goyal, had defended fast delivery systems, saying they are based on efficient planning rather than pressure on workers and that delivery partners are insured. However, the government’s involvement indicates a more cautious approach towards fixed delivery promises.

By dropping the 10-minute delivery branding, Blinkit and other companies appear to be responding to both regulatory concerns and worker demands. Discussions between the government and platforms are expected to continue as labour rules are finalised, with gig worker safety remaining a key focus.