Blinkit, one of India’s leading quick-commerce platforms, has removed its popular “10-minute delivery” claim from all its apps and websites after government orders aimed at ensuring consumer protection and safety in the fast-growing instant delivery sector. The move comes amid increasing scrutiny of ultra-fast delivery guarantees, which officials and safety advocates argue may inadvertently encourage unsafe practices by delivery partners and create misleading expectations among consumers.
Authorities have raised concerns that the intense focus on extremely short delivery windows can pressure riders into risky behaviour and overlook fair working conditions, prompting calls for clearer industry standards and advertising norms. Blinkit’s decision aligns with these regulatory priorities, reflecting a broader push to balance innovation with safety and accountability in e-commerce services.
Industry observers suggest the change may influence other quick-commerce players to review how they market delivery speeds, with a possible shift toward more realistic and consumer-friendly promises. The development highlights evolving regulatory engagement with India’s dynamic retail technology ecosystem.
