- Zepto CEO Aadit Palicha supports Labour Minister Mandaviya's call to drop 10-minute delivery branding
- Zepto employs 180,000+ delivery partners and 40,000+ other logistics personnel in India
- Blinkit and other quick commerce firms have removed or altered their 10-minute delivery claims
Zepto Co-Founder and CEO Aadit Palicha has welcomed Union Labour Minister Dr Mansukh Mandaviya's suggestion to drop "10-minute delivery" branding. Palicha, who has shared a picture from his “wonderful meeting”, called it a "good faith suggestion" from the ministry.
Palicha also thanked the labour ministry for supporting the gig economy and hyperlocal commerce.
"With their support, Zepto has created employment for 180,000+ delivery partners and 40,000+ store personnel, truck drivers, and warehouse operators - with much more also contributed by our friends at Eternal, Swiggy, Rapido, Urban Company and other Indian-origin startups," he wrote.
Had a wonderful meeting with Hon'ble Labour Minister Dr. Mansukh Mandaviya. The Labour Ministry has been incredibly supportive of the gig economy and hyperlocal commerce as a whole. With their support, Zepto has created employment for 180,000+ delivery partners and 40,000+ store… pic.twitter.com/sliDWKdtuX
— Aadit Palicha (@aadit_palicha) January 21, 2026
This comes at a time when concerns were being raised over hyper-fast delivery promises and how they could place undue stress on the riders and potentially compromise road safety.
Earlier, Blinkit removed its popular “10-minute delivery” promise across different platforms and changed its “10000+ products delivered in 10 minutes” tagline to “30000+ products delivered at your doorstep.”
Other quick commerce players, such as Zepto, Swiggy Instamart, and Flipkart Minutes, also dropped the branding amid pressure from the government and labour rights groups, PTI reported.
Calling delivery partners the "soul" of the company, Palicha, in his X post, said, "...we are working hard to build this company because we feel it can make a small positive contribution to their lives and our country's development."
He added, "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."
Palicha said Zepto hopes to partner with the central government and serve its initiatives in taking the country forward. "Of course, we are not perfect, and we are always open to input from the government on how we can improve," he added.
On Dr Mandaviya's suggestion to remove the "10-minute delivery" branding, the Indian entrepreneur said the Union Minister's "end goal is to keep growing the employment and economic mobility that platforms like ours generate, and his feedback was intended to help us do that seamlessly."
Also Read: The 10-Minute Delivery Myth, And What Blinkit's New Move Changes For You
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