Blinkit, Zepto, Swiggy Instamart drop 10-min delivery branding:No change in business model, but focus shifts to dark store distance

The quick commerce sector, valued at around ₹1 lakh crore, has seen a minor shift in branding but no change in operations. Following a stricter stance by the central government, platforms such as Blinkit, Zepto, Swiggy Instamart, and Flipkart Minutes have removed the “10-minute delivery” claim from their branding. Despite this, their core business model remains intact. Instead of countdown timers, companies are now highlighting delivery distance on their apps, such as showing that a store is located 500 metres away. In a disclosure to the BSE, Blinkit’s parent company, Eternal, stated that the branding change will not impact profitability. Market experts also agree that dropping the “10-minute” tagline does not alter the business model, as fast delivery remains the sector’s key differentiator and primary USP. Focus shifts to dark store distance after 10-15 minute delivery dropped Ultra-fast delivery promises of 10–15 minutes have faced widespread criticism on social media and other platforms, largely due to concerns over rider safety. Following discussions with the Labour Ministry and growing concerns about delivery partner welfare, Blinkit has removed the “10-minute delivery” claim from its branding. The company has replaced it with broader terms such as “Delivery in Minutes” on its app. Companies clarify on rider safety Quick commerce platforms have clarified that delivery partners are not being forced to meet fixed delivery timelines. They stressed that rider safety and compliance with traffic rules remain top priorities. Distance replaces delivery timers Instead of countdown timers, companies are now displaying the distance of the nearest dark store—the micro-warehouses from where orders are packed and dispatched. This is meant to show that fast deliveries are possible due to shorter distances between stores and customers. What is quick commerce? Quick commerce refers to the rapid delivery of groceries and essential items within 10–30 minutes. Platforms such as Zepto, Blinkit, and Swiggy Instamart operate through a network of dark stores spread across cities. These warehouses stock daily-use items including groceries, milk, vegetables, electronics, and cosmetics, and orders are fulfilled from the nearest location. Public support for government move According to a LocalCircles survey, 74% of respondents supported the government’s decision to curb 10-minute delivery advertisements, citing increased pressure on delivery partners and road safety risks. The survey covered over 90,000 users across 180 districts, while only 17% opposed the move. Gig workers’ protests Amid rising dissatisfaction over low earnings and pressure from ultra-fast delivery timelines, gig workers from companies such as Swiggy, Zomato, Blinkit, and Zepto went on strike on December 31, ahead of New Year. Similar protests were held on December 25 during Christmas, with workers demanding an end to the 10-minute delivery model.
Status of gig workers in India India’s gig economy currently employs over 8 million workers across sectors such as delivery and ride-hailing. According to NITI Aayog, this number could rise to 23.5 million by 2030. Major platforms employing gig workers · Ola · Uber · Rapido · Zomato · Swiggy · Blinkit · BigBasket · Porter · Dunzo