Eternal clarifies: “Our business model remains unchanged”

Quick-commerce platform Blinkit has revised its branding, dropping the 10-minute delivery promise. Its tagline has changed from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.” The update prompted clarification from parent company Eternal amid regulatory scrutiny and stock market queries.

Following media reports suggesting that quick-commerce platforms might discontinue 10-minute delivery guarantees, stock exchanges sought an explanation. In a regulatory filing on Tuesday, Eternal stated that the branding change would not affect 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.

Reports had also sparked speculation about share price movements during afternoon trading. Eternal addressed this, noting, “We would like to bring to your notice that there has been no sharp movement in the share price of Eternal.”

The branding revision coincides with 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. Regulators have expressed concern that rigid, time-bound delivery promises can increase pressure on delivery partners, prompting platforms to reconsider how ultra-fast delivery commitments are communicated.

Other quick-commerce players, including Zepto and Swiggy Instamart, have also assured the government that they will remove specific 10-minute delivery guarantees. The shift is largely focused on marketing and messaging, with companies adjusting how delivery speed is presented to customers rather than altering actual operations.