Government Directs Quick Commerce Apps to Drop ‘10-Minute Delivery’ Claims

The Government of India has asked quick commerce platforms to stop advertising “10-minute delivery” services, citing concerns over the safety and working conditions of delivery riders. The direction follows discussions between the Union labour ministry and representatives of leading platforms after a recent nationwide strike by gig workers. The decision comes in the wake of protests by thousands of delivery workers across the country, who raised issues related to unsafe riding conditions, long working hours, low pay, and constant pressure to meet unrealistic delivery deadlines. Although the strike caused limited inconvenience to customers, it brought renewed attention to the risks faced by gig workers in India’s fast growing quick commerce sector. Following the protests, a closed door meeting was held between government officials and company representatives. During the discussions, the labour ministry reportedly advised platforms to stop promoting extremely short delivery timelines that could endanger workers.

Platforms Asked to Modify Branding and Messaging

Quick commerce has expanded rapidly in Indian cities since the Covid-19 pandemic, reshaping urban shopping habits. At the same time, India’s gig workforce has grown sharply. According to government estimates, the number of gig workers is expected to rise from 7.7 million in 2021 to over 23 million by 2030. As competition intensified, platforms began promising faster deliveries to attract customers. Critics argue that these promises raised customer expectations and increased stress on delivery riders. Major quick commerce players such as Zomato, Blinkit, and Zepto were part of the discussions. A senior official said companies were urged to remove explicit promises like “10-minute delivery” from their branding and marketing communication. Some platforms have already begun making changes. Blinkit, for instance, has reportedly removed the “10-minute” claim from its promotional material. Other companies are expected to follow in the coming days.

Fast Deliveries Continue in Practice

Despite the advisory, users in several cities continue to see delivery estimates of under 10 minutes on mobile apps. Industry sources say this is because many platforms operate “dark stores” located close to residential areas, allowing orders to be fulfilled quickly even without a formal time guarantee. The companies involved have been approached for comment, but responses are still awaited.

Workers Describe Pressure and Financial Strain

Delivery workers have said that missing delivery targets can lead to penalties or fewer orders. Many riders report working long hours under financial pressure, with earnings that often remain modest despite extended shifts. Experts note that although gig workers are officially classified as independent contractors, they are heavily dependent on platform algorithms. Factors such as delivery speed, ratings, and order acceptance directly affect their income, while social security and career progression remain limited.

Unions Welcome Decision, Concerns Remain

Labour unions have welcomed the government’s intervention, calling it a positive step toward protecting the safety and dignity of gig workers. However, some researchers and workers remain cautious, saying that pressure to deliver quickly may continue even without an official deadline, as speed and ratings are still built into the system. While some delivery riders believe the move could reduce stress and fear of customer complaints, others say deeper issues such as low per order payments, lack of benefits, and infrastructure challenges still need to be addressed. The government’s direction signals a shift toward prioritising worker safety, but its long term impact on working conditions in the quick commerce sector will depend on how platforms implement the changes on the ground.

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