Blinkit’s decision to drop its 10-minute delivery branding highlights the gap between marketing promises and reality in quick commerce. While the 10-minute tag was more about branding than actual speed, deliveries rarely reach customers in that time unless they live very close to a dark store. The system relies on strategically located micro-warehouses and fast picking, not reckless driving by delivery partners.
The branding change is unlikely to affect customers or the lives of gig workers, who continue to face long hours, low pay, and unsafe conditions. Unions like GIPSWU and KAWU have demanded fair wages, social security benefits, and recognition under labor laws. Overall, Blinkit dropping the 10-minute promise may shift customer expectations, but it does little to improve the real working conditions of delivery staff or the efficiency of quick-commerce operations.
