New Delhi: India’s leading quick commerce companies rolled back their much-publicized 10-minute delivery promise, following a directive from the Centre on Tuesday.
The government took this decision over concerns about the safety and well-being of delivery workers. The Ministry of Labour and Employment under Union minister Mansukh Mandaviya held consultations with platforms such as Blinkit, Zepto, Swiggy Instamart and Zomato, urging them to discontinue rigid timelines that put riders under immense pressure.
“The government cannot allow delivery partners to risk their lives for unrealistic deadlines. Quick commerce companies must prioritize the safety and dignity of workers over speed. We have asked them to remove rigid timelines and ensure that delivery personnel are not forced into unsafe practices,” Mandaviya said,
Officials highlighted that ultra-fast delivery commitments were forcing gig workers to take risks on the road, often leading to unsafe riding practices and accidents.
Complying with the directive, e-commerce companies have now removed references to ‘10-minute delivery’ from their apps and advertisements, replacing them with flexible estimated delivery times. The move marks a significant policy shift in India’s booming quick commerce sector, which had aggressively marketed speed as its competitive edge.
The rollback also comes in the wake of gig workers’ protests held at several cities in India ahead of New Year’s Eve, where delivery partners demanded better working conditions, fair pay and relief from unrealistic targets.
Workers argued that the 10-minute delivery model created a high-stress environment, especially during peak festive seasons, and compromised their safety on congested roads. The protests drew public attention to the challenges faced by gig workers, adding momentum to the government’s intervention.
Industry experts believe that while consumers may now face slightly longer wait times, the change will improve working conditions and reduce accident risks for thousands of delivery personnel. The government’s directive is being seen as a step toward balancing consumer convenience with worker welfare, setting a precedent for responsible business practices in India’s e-commerce ecosystem.
