Eternal has stated that there has been no material change to Blinkit’s quick commerce business model, following reports that platforms would discontinue the use of “10-minute delivery” branding. The clarification came in response to a notice from stock exchanges after media reports suggested that the development could impact the company’s operations and share price.

In a regulatory filing, Eternal said that there was no change to Blinkit’s business model that could have any material impact on the company. The company specifically addressed its quick commerce arm, stating that operations continue as usual despite the removal of the 10-minute delivery promise from branding and advertising.

The filing also responded to reports of sharp stock price movements, which Eternal denied. The company said there had been no unusual movement in its share price during trading hours, contrary to media speculation.

The clarification followed comments made earlier in the day by labour and employment minister Mansukh Mandavia, who asked quick commerce platforms to stop promoting 10-minute delivery claims. According to people familiar with the matter, the government raised concerns that such promises place excessive pressure on delivery workers and could compromise their safety.

Quick commerce players including Blinkit, Zepto and Swiggy Instamart reportedly assured the government that they would remove 10-minute delivery pledges from their platforms. The intervention comes after nationwide strikes by gig worker unions on December 25 and December 31, two of the busiest days for the sector. Worker groups have demanded that aggressive delivery timelines be scrapped and earlier payout structures restored, arguing that such models increase safety risks and have, in some cases, led to accidents.

Following the backlash, Blinkit has started displaying the distance of the nearest dark store to customers on its app. The move is aimed at improving transparency around delivery timelines rather than committing to fixed delivery promises.

Earlier, Eternal founder Deepinder Goyal had shared his views on the gig economy, describing gig work as one of India’s largest organised job creation engines. He stated that the sector provides insurance coverage and predictable wages to workers, while also maintaining that the industry requires less regulation to grow further. Goyal has previously defended fast deliveries, saying that shorter timelines are made possible by the proximity of stores to customers rather than by pushing delivery partners to travel faster.