No More 10-Minute Delivery on Blinkit

Eternal-owned quick-commerce platform Blinkit has removed its controversial “10-minute delivery” claim from all its platforms effective Tuesday. It is a move following a direct intervention from the Union Ministry of Labour.

The company’s principal tagline has been updated from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep,” according to sources familiar with the development.

What Prompted the Change?

The change comes as India’s gig economy faces increasing scrutiny over worker safety and welfare. The government's intervention comes after a nationwide gig workers’ strike on New Year’s Eve. It brought the safety of delivery workers into the national spotlight. The strike reflected the intense physical and mental pressure associated with hyper-fast delivery models.

Notably, Union Labour Minister Mansukh Mandaviya personally persuaded delivery aggregators to rethink the 10-minute delivery commitment, according to people familiar with the matter. Also, during the winter session of Parliament in December, AAP Rajya Sabha MP Raghav Chadha drew attention to the pain and misery endured by gig workers, particularly those engaged in quick commerce.

Chadha called for tighter regulation, social security coverage, fair wages, and safer working conditions. He said that the ultra-fast delivery model often compromises worker welfare.

What Government Intervention Shows?

The intervention shows heightened government oversight of India’s gig economy. Analysts said the government’s focus on delivery workers could pave the way for more regulatory measures around social security, fair pay and working conditions. The gig economy, which employs millions across urban and semi-urban India, has often been criticised for lax enforcement of labour standards.

However, things are changing slowly. In 2023, Rajasthan became the first state to pass a law for gig workers. It set up a welfare board, a social security fund and established mechanisms to address workers’ grievances.

Recently, Karnataka and Jharkhand have cleared similar laws. Meanwhile, Telangana is weighing a proposal to bring in its own regulatory framework.

Others May Follow Suit

Following Blinkit, other major quick commerce platforms, including Swiggy and Zepto, may follow suit. Labour ministry officials reportedly held a series of discussions with leading players in the sector, instructing them to consider the well-being of delivery workers.

Sources said the ministry convened a meeting with representatives from Blinkit, Zepto, Zomato, and Swiggy to discuss delivery timelines and workplace safety.

Sources:

Economic Times
Moneycontrol