Removing ‘10 minutes delivery’ from branding: Zepto CEO

Zepto Limited’s Co-founder and CEO, Aadit Palicha, in a recent post on LinkedIn, has said that the quick-commerce company would remove ‘10 minutes’ from its branding. The announcement came close on the heels of a meeting Mr. Palicha had with Union Minister of Labour and Employment Mansukh Mandaviya, on 20 January.

“In that spirit, our hope is to partner with the government and serve its initiatives in taking our country forward. Of course, we are not perfect and we are always open to inputs from the government on how we can improve. This is what we did recently when Mansukh Ji gave us a good faith suggestion to remove “10 minutes” from our branding,” read an excerpt from the post.

While Blinkit has previously changed its slogan from “10,000+ products delivered in 10 minutes“ to “30,000+ products delivered at your doorstep”, following a reported meeting with Mr. Mandaviya, this is the first time the CEO of a prominent quick commerce platform making an announcement on the changes around the ‘10-minute delivery’ branding. Zepto’s slogan previously read “Groceries delivered in 10 minutes.”

Mr. Palicha, noting that delivery partners are the soul of the company, claimed that Zepto has created employment for 180,000+ delivery partners and 40,000+ store personnel, truck drivers, and warehouse operators, acknowledging similar contributions from other companies such as Eternal (parent company of Zomato and Blinkit), Swiggy, Rapido and Urban Company.

“We take pride in the thousands of crores of payouts we disburse to our workforce every year, the world-class service we give to Indian consumers (better than the service in most developed countries), the farmers we help expand through our fruits and vegetables vertical, and the thousands of new Indian brands we help build with our platform,” he wrote.

According to a statement from the company, during the meeting, the Minister reiterated the government’s support for platforms that are contributing to job creation and workforce participation.

“Delivery partners are central to the gig economy, and platforms like Zepto are committed to building sustainable models that support livelihoods while delivering value to consumers,” Mr. Palicha said, in a communique issued after the meeting.

According to the statement, the company reaffirmed its commitment to working closely with the government and incorporating policy feedback to support long-term employment growth and economic development.