Blinkit removed ’10 minute delivery’ claim: Decision after intervention of Labor Minister Mandaviya; Zepto, Swiggy and Zomato will also remove time limit from advertisements

Quick commerce platform Blinkit has removed the ‘delivery in 10 minutes’ claim from all its brand platforms and advertisements. The company has taken this step after the intervention of Union Labor Minister Mansukh Mandaviya and concern expressed regarding the safety of delivery partners. In the meeting with the government, Swiggy, Zomato and Zepto have also assured that they will no longer do advertisements promising time limits to customers.

Labor Minister held a meeting with companies

Union Minister Mansukh Mandaviya recently held an important meeting with top officials of Blinkit, Zepto, Swiggy and Zomato. In this meeting, the safety of delivery partners and the mental pressure on them were discussed. The minister advised companies to do away with strict delivery deadlines as it leads riders to violate traffic rules and meet with accidents.

Companies gave assurance to the government

After the meeting, all major quick commerce and food delivery companies assured the government that they will remove ‘time-bound delivery’ claims from their social media platforms and advertisements. To begin with, Blinkit has started removing the 10-minute tag from its logo and app interface. Companies say that they will now focus on ‘fast delivery’ and not on any fixed timing.

Safety of delivery partners is paramount: Mandaviya

The Labor Minister made it clear in the meeting that the business model of companies should not be run by putting the lives of workers at risk. He said a time limit like 10 minutes is not only dangerous for riders but also poses a risk to other road users. The government is now preparing to make a comprehensive policy on social security and better working conditions for gig workers.

Questions were being raised on quick commerce model

For some time, the 10-15 minute delivery service was being criticized on social media and many forums. Experts believed that the pressure of delivery in such a short time forces riders to drive fast and jump red lights. Organizations related to road safety had also demanded intervention from the government in this matter.

There will be a big change in marketing strategy

Now these companies will change their marketing strategy. Till now ’10 minutes’ used to be the biggest USP (Unique Selling Proposition) of these companies. However, the companies have clarified that they will not reduce their operational efficiency, but will not create such expectations among the customers through advertisements that will put pressure on the riders.