In a huge pivot for India’s fast-commerce chain, Blinkit is no longer ‘10-minute delivery’ and will not be branded as such anymore. The shake-up comes after a direct intervention from the Central Government and a series of nationwide strikes by delivery partners who called attention to urgent safety hazards and unreasonable pressure from fixed-time orders.
The choice was reached on Tuesday, 13th January 2026, a week after the Union Labour Minister Mansukh Mandaviya met the senior executives from the popular platforms Blinkit, Zepto, Swiggy and Zomato to make the call at a high level meeting.
The New Tagline: “30,000+ products at Your Doorstep”
As part of the rebranding, Blinkit has already begun scrubbing mentions of the 10-minute window from its app, advertisements, and social media accounts. The Change: Its main tagline has transitioned from “10,000+ products delivered in 10 minutes” to a more volume-centric promise: “30,000+ products delivered at your doorstep.”
Reason for removing the "10-minute" promise
Although the company will argue its highly developed dark-store network still allows it to conduct fast and nimble delivery, delivery riders are to avoid feeling the psychological and physical weight of their delivery orders and hit hard deadlines with a long-standing 10-minute guarantee.
The "Strike" Catalyst
The “nudge” exerted by the government is after a period of widespread labor unrest. In late December 2025 and in early January 2026, several thousand gig workers, under the banner of the Indian Federation of App-based Transport Workers, led strikes across prominent metros. Workers demanded:
- "Ten mins off the table": That restriction they claimed forced them to disobey traffic rules and put them at risk of accidents
- Payout structures: There has been a decrease in per-order earnings.
- Social Security: Wanting to be included under the government’s new labor codes for health and accidental insurance.
Intervention by the Government: Safety Over Speed
The aggregators were apparently "persuaded" by Minister Mansukh Mandaviya to put rider welfare ahead of marketing gimmicks. According to government sources the Ministry of Labour is growing worried that “fixed-time commitments” encourage unsafe driving.
“We want the quick-commerce sector to succeed but that doesn’t come at a cost to human lives,” a ministry official said. Other big players, including Zepto and Swiggy Instamart, have also reportedly promised the government that they will tone down time-bound branding in the coming days after the meeting.
Effect on the Quick-Commerce Sector
Experts believe this is the end of the "Speed Wars" in India. If the 10-minute delivery model had made Blinkit and Zepto so different, the focus will now be more on category depth (electronics, beauty, pharma) and reliability of delivery than just velocity.
