Tagline Revised Across Platforms
Eternal-owned quick commerce company Blinkit has removed its long used 10 minute delivery claim from its branding across platforms, reflecting a shift in messaging amid rising concerns around delivery workers’ welfare.The company has updated its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.”
Labour Ministry Discussions Trigger Industry Review
The change comes after discussions between quick commerce platforms and the Union Ministry of Labour, which has been examining issues related to safety, security and working conditions of gig workers.Other major quick commerce players, including Swiggy and Zepto, may also reassess their delivery time branding following the ministry’s intervention.
Worker Protests Highlighted Delivery Pressures
Concerns around ultra fast delivery promises intensified after gig workers across the country held a nationwide strike on New Year’s Eve in 2025. The protests highlighted issues related to health, safety and income stability for delivery partners attempting to meet aggressive delivery timelines.Branding Shift Visible Across App Stores
While 10 minute delivery branding continues to appear on the Google Play Store and iOS App Store listings for platforms such as Zepto, Instamart and BigBasket, Blinkit has already removed such messaging from its listings.Eternal CEO Defends Delivery Model
In a recent post on X, Deepinder Goyal, CEO of Eternal Group, stated that the 10 minute delivery promise does not put pressure on delivery partners or encourage unsafe driving.He explained that delivery partners are not shown customer facing delivery time commitments within the app and do not see a countdown timer. According to him, faster deliveries are largely driven by stores being located closer to customers rather than riders increasing their speed on the road.
Blinkit Operates Under Eternal Group
Eternal is the parent company of Blinkit, which operates in the fast growing quick commerce segment. The revised branding marks a notable shift in how delivery speed is communicated as discussions around gig worker welfare continue across the sector.Disclaimer: Due care and diligence have been taken in compiling and presenting news and market-related content. However, errors or omissions may arise despite such efforts.
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