For years, the “10-minute delivery” tagline was the face of India’s quick commerce revolution. However, as of January 16, 2026, Blinkit has moved away from time-bound promises. Instead of a countdown clock, users now see a notification such as: “You are 800m away from our nearest dark store.”
The move comes after the Union Ministry of Labour and Employment, led by Mansukh Mandaviya, intervened following nationwide gig worker strikes on December 25 and 31, 2025.
Why the Change? Safety and Perception
The government’s primary concern was not the speed itself, but the marketing of that speed.
- Rider Pressure: The Labour Ministry argued that “10-minute” branding on t-shirts and apps created a psychological “stopwatch effect,” pushing riders to take risks in traffic.
- Public Safety: High-profile road accidents involving delivery partners led to a 74% public support rate for curbing ultra-fast delivery ads, according to recent surveys.
- The New Tagline: Blinkit’s previous slogan, “10,000+ products delivered in 10 minutes,” has been rebranded to “30,000+ products delivered at your doorstep.”
Will Deliveries Actually Slow Down?
In short: No. The change is a shift in branding, not operations.
- Proximity is Speed: As Zomato CEO Deepinder Goyal has consistently maintained, the speed of quick commerce is a result of dark store density, not rider speed.
- Realistic Expectations: By showing the distance (e.g., 500m vs 2km), Blinkit is setting more realistic expectations. If you are 500m away, your order will likely still arrive in 8–10 minutes; if you are 2km away, the app now honestly prepares you for a 15–20 minute wait.
The Industry-Wide “Blink”
Blinkit was the first to act, but its rivals are expected to follow suit immediately.
| Platform | Branding Change (Jan 2026) | New Messaging Focus |
| Blinkit | Removed “10-minute” mentions | Distance to Dark Store |
| Zepto | Phasing out timers | Focus on “Premium Selection” |
| Swiggy Instamart | Removing time-based taglines | Focus on “Reliability” |
| Flipkart Minutes | Reviewing marketing | “Minutes, not Hours” |
“Short distances allow quick deliveries. Our infrastructure hasn’t changed, but we are removing the artificial pressure of a ticking clock to ensure our partners feel safe on the road.” — Internal Blinkit App Notification.
Conclusion
The removal of the 10-minute promise is being viewed as a “victory for dignity” by gig worker unions. While the convenience of quick commerce remains intact, the era of the “unrealistic deadline” has officially ended. For the consumer, the app now provides a transparent look at the logistics—showing you exactly how close your groceries are, rather than promising a miracle in 600 seconds.
