10-Minute Delivery Not Banned: Experts Say Tagline Removal is Optics, Not Business Change

• Experts state that the removal of '10-minute delivery' taglines is primarily an optics-driven move, not a fundamental change to quick commerce operations.
• Karan Taurani of Elara Capital notes that quick commerce remains focused on speed and convenience, which is structurally superior to traditional e-commerce.
• Ravi Saxena of Wonderchef agrees, calling '10-minute delivery' a marketing promise, with actual times often 15-30 minutes depending on items.
• The shift follows Union Labour Minister Mansukh Mandaviya's meetings with quick commerce firms (Blinkit, Zepto, Zomato, Swiggy) to address gig worker safety and aggressive branding.
• Blinkit has already changed its tagline from '10,000+ products delivered in 10 minutes' to '30,000+ products delivered at your doorstep'.

Why It Matters: Quick commerce platforms are removing '10-minute delivery' taglines due to government intervention, but core operations remain unchanged.