Zepto to drop ‘10-Minute Delivery’ tagline after meeting with Labour Minister

CEO Aadit Palicha says branding change follows government feedback on gig worker safety

Quick-commerce company Zepto Limited has decided to remove the phrase “10 minutes” from its branding, a move announced by its Co-founder and CEO Aadit Palicha following a meeting with Union Minister of Labour and Employment Mansukh Mandaviya on January 20.

Mr. Palicha shared the decision in a recent LinkedIn post, stating that the change was made after the Minister offered a good-faith suggestion during their interaction. Zepto’s earlier slogan read “Groceries delivered in 10 minutes.”

“In that spirit, our hope is to partner with the government and serve its initiatives in taking our country forward. We are not perfect and are always open to inputs from the government on how we can improve,” Mr. Palicha wrote, explaining the reason behind dropping the “10 minutes” tag.

This development comes shortly after Blinkit, another major player in the quick-commerce space, altered 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. However, this is the first instance of a leading quick-commerce CEO publicly confirming a branding change linked to the delivery-time promise.

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Mr. Palicha highlighted that delivery partners are the backbone of Zepto, noting that the company has created jobs for over 1.8 lakh delivery partners and more than 40,000 store staff, truck drivers and warehouse workers. He also acknowledged similar employment contributions by platforms such as Eternal (parent company of Zomato and Blinkit), Swiggy, Rapido and Urban Company.

“We take pride in the thousands of crores we pay out to our workforce every year, the high-quality service provided to Indian consumers, the farmers we support through our fruits and vegetables business, and the many Indian brands that grow on our platform,” he said.

According to a company statement, during the meeting, Minister Mandaviya reiterated the government’s support for digital platforms that generate employment and expand workforce participation.

In a communique issued after the meeting, Mr. Palicha said that delivery partners are central to the gig economy and stressed that Zepto remains committed to building sustainable business models that protect livelihoods while serving customers efficiently.

The company also reaffirmed that it would work closely with the government, adopt policy feedback, and support long-term employment growth and economic development.