Blinkit Drops ‘10-Minute Delivery’ Tagline during Worker Safety Talks

Blinkit rebrands its promise to “30,000+ products delivered at your doorstep,” stressing the change is messaging-only, not operational.

Blinkit, a quick commerce company, has dropped its famous "10-minute delivery" branding. However, its parent company, Eternal Ltd., has made it clear that this change has nothing to do with the company's operations or business model.

Eternal addressed media concerns and stock exchange inquiries about Blinkit's recent branding transformation in a regulatory filing on Tuesday. The corporation claimed that although the tagline has changed, neither the quick-commerce business's operations nor its financial prospects had changed dramatically. Also, Eternal refuted claims that the share price changed in an odd way after these incidents.

The phrase "10,000 plus products delivered in 10 minutes" has been replaced with a more broad promise of "30,000 plus products delivered at your doorstep" in Blinkit's revised promotional messaging. The Union labor ministry, which has asked businesses to reevaluate lightning fast delivery guarantees due to worries about the safety and welfare of delivery partners, is currently in talks with quick-commerce platforms.

The labor ministry's emphasis on gig worker safety comes in response to growing pressure from industry stakeholders and delivery worker unions, who contend that strict delivery schedules can lead to stressful working conditions and raise the possibility of reckless driving. Other quick-commerce companies including Swiggy, Instamart and Zepto have all pledged to remove some "10-minute" time claims from their platforms in response to these worries.

Industry observers observe that the decision to abandon the lightning-fast delivery slogan seems to be more about changing public messaging than it is about changing the industry's rapid fulfilment capabilities, which continue to rely on proximity-based logistics for quick deliveries.