What is Blinkit's strategy for quick deliveries?

Blinkit's quick deliveries are enabled by the strategic placement of numerous dark stores, not by delivery partners driving at high speeds.

Why did Blinkit stop using the 10-minute delivery branding?

The decision followed pressure from gig worker unions and discussions about delivery partner safety and working conditions.

What are the working conditions for gig workers like Blinkit's?

Gig workers often work long hours for low pay, with unions advocating for better wages, work-life balance, and social security.

Home / Business and Economy / Blinkit Drops 10-Minute Promise: Delivery Lives Unchanged

Blinkit Drops 10-Minute Promise: Delivery Lives Unchanged

13 Jan

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Summary

Dark stores, not speed, enable quick commerce deliveries.
Gig workers earn low wages despite long hours and risks.
Dropping 10-minute branding may not alter customer or worker lives.

Blinkit Drops 10-Minute Promise: Delivery Lives Unchanged

Blinkit's decision to cease its 10-minute delivery branding, spurred by gig worker strikes and government attention, highlights a shift in quick commerce marketing. The company's founder clarified that delivery efficiency stems from the density of its dark stores, which are hyperlocal warehouses stocked with popular items, rather than demanding excessive speed from delivery partners. Orders are typically picked and packed within 2.5 minutes, with riders covering an average of under 2 kilometers in about 8 minutes.

The reality of delivery times varies significantly. For customers living very close to a dark store, 10-minute deliveries are feasible, but for others, the average delivery time extends to 15-19 minutes, debunking the universal promise. This myth often leads to delivery partners rushing, driven by the desperation to complete numerous orders to earn a meager income, with many working 12-14 hours daily for around Rs 25,000 per month.