New Delhi, Jan. 13 -- Blinkit has quietly rewritten one of the most defining promises of India's quick-commerce boom. The platform has removed all references to "10-minute delivery" from its consumer-facing branding, following a push from the union labour ministry over concerns that ultra-fast timelines are putting delivery workers at risk.

The company's updated tagline now reads, "10,000+ products delivered to your doorstep," shifting the narrative from speed to scale and assortment. The change comes after senior executives from Blinkit, Zepto, Swiggy, and Zomato met labour ministry officials to discuss delivery timelines and the pressure faced by gig workers.

According to officials, Union Labour Minister Mansukh Mandaviya, Labour Mini...