The Modi government has recently intervened in the controversial "10-minute delivery" model popularized by quick commerce platforms like Blinkit, Zomato, Swiggy Instamart, and Zepto. Following concerns raised by gig worker unions and a series of meetings led by Union Labour Minister Mansukh Mandaviya, these platforms have agreed to drop or revise their aggressive 10-minute delivery promises. Blinkit, for instance, updated its tagline from "10,000+ products delivered in 10 minutes" to a more neutral "30,000+ products delivered at your doorstep," with others expected to follow. This development, reported widely in early January 2026, provides long-overdue relief to India's vast gig workforce, which numbers around 7.7 million workers (as per NITI Aayog estimates from 2020-21) and is projected to grow dramatically to 23.5 million by 2029-30.

Gig workers form the invisible backbone of India's booming digital economy, representing about 6.7% of the non-agricultural workforce. For many, this job is not a choice offering true flexibility but a compulsive means of survival—a dead-end trap with little scope for career progression, skill development, or integration into the formal economy. However, the human cost behind every "instant" delivery is staggering. Statistics paint a grim picture: around 40% of gig workers do not take weekly offs, 

36.8% cover 150-200 km per day, nearly 60% work over 12 hours daily, and almost a quarter endure 14-16 hour shifts. Gig workers union leaders state that these gruelling conditions lead to mistakes, burnout and heightened risks on dangerous roads and that no algorithm can justify such exploitation.

The government's move has sparked a lively public debate, as seen in panel discussions and media analyses. Some voices, like independent political commentators support regulation in principle but criticize this as "overreach state" lacking scientific evidence. They emphasized that capitalism thrives on competition and moral-ethical balance, but interventions must be rational, logical and backed by peer-reviewed studies showing a direct link between 10-minute deadlines and increased accidents—something they claims is absent.

They drew parallels to past decisions like sudden lockdowns or the e-cigarette ban, arguing against anecdotal-driven policies. They stressed the sector's importance (with millions of workers as a key constituency) and the need for soft regulations to curb rash driving and accidents, noting ongoing consultations with unions, universities, and companies over two years—not a knee-jerk reaction. Others however countered strongly.

Union representatives and experts highlighted the absence of formal regulations recognizing gig workers' rights, with complaints often ignored at labour offices. They pointed to reduced incentives (e.g., from Rs 50 to Rs 6), excessive hours (up to 14+), and accidents driven by pressure to meet tight targets. They welcomed the intervention as a step toward preventing exploitation, even if it's initially a "request" rather than mandatory law. A former office bearer of Federation of Indian Chambers of Commerce and Industry(FICCI) however described it as a balanced "small tweak" using a "soft stick," allowing the industry to thrive (perhaps with 20-30 minute timelines) without endangering lives. Suggestions included more dark stores or distributed networks for efficient yet safer service, alongside better traffic rules and mandatory breaks, drawing from profitable models that prioritize worker well-being.

A public policy consultant argued that gig work is not inherently exploitative and that the 10-minute promise was largely a marketing gimmick to attract customers—real delivery times depend on dark store proximity (often feasible under 10 minutes if close). He said companies rarely penalized riders strictly for missing times; it was more about customer satisfaction. He pointed out that quick commerce creates jobs for low-entry-barrier work, pays competitive market rates (supported by studies like NITI Aayog), and that pay improves with economic growth.

The shift from 10-minute promises is more than cosmetic—it's a rethinking of how convenience, worker safety, and business sustainability coexist. While economic pressures (high cash burn, dark store costs, intense competition) already challenged the model's profitability, worker protests and government action have prioritized humanity. As India's digital economy surges, the question lingers—can instant gratification evolve into a more humane model?