On December 31, a night usually defined by noise, celebration and fireworks, quick commerce delivery workers chose a different form of protest — silence. While cities rang in the New Year, thousands of delivery agents logged off their apps on one of the busiest days of the year. There were no rallies or slogans, only absence. That quiet resistance soon triggered a rethink in an industry obsessed with speed.
Less than two weeks after delivery partners from platforms like Blinkit, Swiggy and Zepto went on strike, the widely promoted “10-minute delivery” claim began fading from public view. Blinkit was the first major player to remove the promise, with others likely to follow.
Once known for aggressively advertising ultra-fast deliveries, Blinkit has now dialled back the messaging that symbolised India’s quick commerce surge. Its tagline has been quietly changed from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.”
The familiar countdown no longer flashes on the app. Orders still arrive swiftly, but without an explicit time guarantee that often translated into pressure on delivery riders. Sources say Blinkit plans to remove references to “10-minute delivery” from advertisements, promotions and social media as well.
The shift does not signal slower deliveries. Instead, companies are moving away from fixed time promises that could be seen as encouraging unsafe riding behaviour.
The change follows sustained criticism that strict delivery timelines push riders to take risks on the road. Government intervention also played a key role. Union Labour Minister Mansukh Mandaviya reportedly asked quick commerce firms to reconsider rigid delivery commitments after nationwide strikes on Christmas Day and New Year’s Eve.
Despite assurances from company founders that speed depends on dark-store proximity rather than reckless riding, ground realities and rider protests suggested otherwise. On December 31 alone, over two lakh delivery workers reportedly refused to work, demanding better pay, safety and respect.
Subsequently, the government held discussions with companies including Blinkit, Swiggy, Zepto and Zomato. During these meetings, platforms assured authorities that fixed delivery-time guarantees would be removed from branding and marketing materials.
For delivery workers, however, the impact feels largely symbolic. A Blinkit rider told India Today that while the wording has changed, expectations remain the same.
“I delivered your order in under 10 minutes. Only the words are gone,” he said.
A Zepto delivery partner echoed the sentiment, saying speed is still essential to earn more. Another Blinkit rider admitted he wasn’t even aware of the branding change.
The responses suggest that while the 10-minute promise has disappeared from apps and billboards, its influence still lingers on the road. Whether this shift leads to safer working conditions, fairer pay and realistic expectations remains uncertain. For now, the stopwatch may be gone — but the race continues.
