‘No change in business model’, says Eternal after Blinkit drops 10-min delivery branding

Quick-commerce platform Blinkit has updated its branding to remove the 10-minute delivery promise, changing its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”. The move has prompted clarification from its parent company, Eternal, amid regulatory discussions and stock market queries.

The clarification came after stock exchanges sought an explanation following media reports suggesting that quick-commerce platforms were set to discontinue 10-minute delivery promises. In a regulatory filing issued on Tuesday, Eternal said the branding update would have no impact on its operations or financial outlook. “Specifically with respect to our quick commerce business, Blinkit, there is no change in the business model that could have any material impact on the company,” Eternal said.

Media reports had also led to speculation about stock price movements during afternoon trade. Addressing this, Eternal denied any unusual activity in its shares. “We would like to bring to your notice that there has been no sharp movement in the share price of Eternal,” the company said.

Read On: No more 10-minute delivery? Centre asks Q-comm platforms to drop the promise

The branding update comes amid broader discussions between delivery platforms and the Union labour ministry, led by Labour and Employment Minister Mansukh Mandaviya, on delivery timelines and gig worker safety. The discussions focused on concerns that rigid, time-bound delivery promises place additional pressure on delivery partners, prompting platforms to review how ultra-fast delivery expectations are positioned and communicated.

Quick-commerce platforms such as Zepto and Swiggy Instamart have also assured the government that they will remove specific 10-minute delivery guarantees from their platforms, following directions to avoid rigid, speed-based delivery assurances.

Even as platforms move away from highlighting 10-minute delivery promises, the shift appears to be centred on how delivery speed is presented to customers, with companies adjusting marketing and messaging rather than making changes to actual delivery operations.