Quick-commerce firms drop 10-minute delivery claim

The promise—and pressure—of delivering groceries and essentials in just 10 minutes may finally be easing. After weeks of debate over the strain placed on delivery partners, the Centre has asked quick-commerce platforms to remove fixed ultra-fast delivery timelines from their branding and public messaging. The move comes amid growing concern that aggressive delivery promises could put gig workers at risk on Indian roads, particularly during peak traffic, extreme heat, and heavy rain.

Union Labour Minister Mansukh Mandaviya recently held discussions with leading food delivery and quick-commerce companies, urging them to place worker safety above speed-driven marketing. Platforms such as Blinkit, Zepto, Swiggy, and Zomato were part of the consultations. Officials clarified that the government is not seeking to ban fast deliveries but wants companies to move away from rigid, time-bound promises that could indirectly compel workers to take unsafe risks to meet advertised deadlines.

Over the past year, “10-minute delivery” emerged as a major selling point as quick-commerce firms competed for urban customers. Companies have argued that such timelines are made possible by dark stores located close to residential areas. However, labour unions, worker collectives, and lawmakers repeatedly flagged the pressure these claims place on riders. The issue gained momentum after delivery workers raised concerns about road safety, long working hours, shrinking incentives, and unpredictable incomes. MPs in Parliament highlighted the daily risks gig workers face navigating congested roads and harsh weather conditions to meet tight targets.

Among the platforms, Blinkit has taken the lead by removing “10-minute delivery” references from its branding, changing its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.” Eternal Group CEO Deepinder Goyal stated that the 10-minute promise does not pressure riders, as delivery partners are not shown customer-facing timers, and faster deliveries are achieved due to stores being located close to customers. Other platforms are expected to revise advertisements, app banners, and social media messaging in the coming days.

At the core of the debate is the precarious position of gig workers, classified as independent contractors with no assured income, paid leave, or comprehensive social security. Policy measures such as the Code on Social Security and the e-Shram portal aim to extend accident insurance, health coverage, and welfare benefits to platform workers. The push to tone down ultra-fast delivery promises aligns with broader efforts to improve working conditions in India’s expanding gig economy, signaling a shift in priorities from speed to safety even amid intense competition among quick-commerce players.