India’s quick-commerce boom has changed city life in a very short time. Groceries, household items, and even electronics can arrive at your doorstep in minutes, often faster than it takes to step out to the nearest shop. But now, the Indian government is stepping in.
According to a report from the BBC the Indian authorities have demanded that the quick commerce companies eliminate their “10-minute delivery” guarantee from advertising due to safety issues concerning the delivery people and the stress that the extremely fast delivery targets put on gig workers.
This move comes right after a nationwide strike by delivery riders demanding better working conditions and fair wages, reigniting a serious question:
Are customers paying for convenience with someone else’s safety?
Why the Government is Asking Apps to Drop the “10-Minute Delivery” Claim
Quick-commerce companies built their growth around one powerful promise: speed. But the faster the claim, the more intense the pressure on the person delivering it.
According to a Reuters report, major platforms like Blinkit (owned by Eternal), Swiggy, Zepto, and Flipkart’s grocery operations have started moving away from “10-minute delivery” branding after the government directive.
The core concern from regulators is straightforward: tight delivery targets can increase rash riding, road risks, and unsafe work pressure.
Even if the apps claim riders are not “forced” to deliver within 10 minutes, the headline promise sets customer expectations and reshapes how delivery performance is judged.
What Triggered this Decision: The Delivery Worker Strike
The directive followed discussions between the federal labour ministry and quick-commerce companies after a nationwide strike by delivery workers.
Delivery riders raised concerns about:
- Unsafe delivery pressure
- Heavy penalties or reduced orders for delays
- Low earnings per order
- Poor working infrastructure like lack of parking access
This strike did not just slow deliveries for a day. It forced India to look closely at how gig work functions behind the scenes.
And it exposed the uncomfortable truth: speed is not free. Someone absorbs the cost, usually the rider.
Which Platforms Have Complied So Far?
Reports suggest some platforms have already removed the 10-minute messaging from branding and promotions.
For example, Blinkit reportedly led the shift, and others followed soon after.
At the same time, removing the slogan does not mean the delivery time will suddenly become slower. In fact, Reuters noted that Blinkit’s app still showed deliveries as quick as 8 minutes in parts of Delhi even after removing the branding claim.
So the change is currently more about marketing and public communication than a complete operational reset.
How Quick Commerce Really Works (And Why It Can Still Deliver Fast)
Quick-commerce platforms deliver fast because of their supply chain model, not magic.
Dark Stores Make Ultra-Fast Delivery Possible
Instead of picking up items from far-away warehouses, quick-commerce companies store products in dark stores, small local fulfillment centers placed near high-demand neighborhoods.
That means:
- Travel distances are short
- Delivery routes are predictable
- Riders can complete orders quickly even without strict deadlines
So even if apps drop the “10-minute promise,” fast deliveries can still happen naturally in dense cities.
Why the 10-Minute Promise Became a Worker Safety Issue
The bigger issue is not whether 10-minute delivery is technically possible. It is what happens when speed becomes the brand identity.
Customer Expectations Become the Real Deadline
The moment customers see 10-minute delivery marketed everywhere, it becomes the standard in their minds. If an order takes 15 minutes, it feels delayed, even if it is still fast.
That creates a chain reaction:
- Customers rate lower for delays
- Platforms reward faster riders with more orders
- Riders feel forced to take risks to stay competitive
A researcher quoted by the BBC described how workers may still feel pressure because ratings and algorithms decide how much they earn.
This is where the model becomes dangerous.
Gig Work in India is Growing Fast, but Protections Are Still Thin
Quick commerce is part of a much larger shift: India’s gig economy is expanding at high speed.
According to NITI Aayog, India had 7.7 million gig workers in 2020–21, and that number is projected to rise to 23.5 million by 2029–30.
That is not a minor workforce segment anymore. It is becoming a major part of the urban economy.
The “Independent Contractor” Problem
Most delivery workers are classified as independent contractors. This classification often means:
- No paid leave
- No guaranteed minimum income
- Limited social security coverage
- Limited protection under traditional labour rules
Even when someone works 10 to 12 hours a day, they can still earn modest monthly incomes, depending on order volume and incentives.
This makes riders highly dependent on platform algorithms, not formal job security.
Is Dropping the 10-Minute Promise Enough?
This is the key question.
Removing the “10-minute delivery” headline can reduce psychological pressure, especially the fear of customer complaints or penalty-driven delivery culture.
But worker groups and researchers argue the real problem is deeper.
Speed Is Still Built Into the System
Even without a visible timer, platforms can still track and reward speed in invisible ways, such as:
- Priority allocation of orders
- Incentive structures
- Performance scoring
- Customer rating algorithms
A branding makeover does not assure secure roads or just workacceptable conditions.
What Labour Unions and Worker Groups Are Saying
Trade unions have accepted the choice made by the authorities as a good move.
In a LinkedIn post, groups representing gig workers like the Telangana Gig and Platform Workers’ Union (TGPWU) and the Indian Federation of App-Based Transport Workers (IFAT) praised the action taken by Union Labour Minister Mansukh Mandaviya, referring to it as a step that should be taken to get rid of hazardous delivery time limits.
Other worker voices have pointed out that:
- Deadline removal helps only if pay improves
- Parking, rest access, and basic facilities still matter
- Order payout must increase for real change
In short, riders want more than just a branding tweak. They want structural reform.
What this Means for Customers: Convenience Will Stay, Pressure Might Reduce
Many urban customers will continue using quick-commerce apps because the core value remains:
- Instant restocking
- Better product availability
- Discounts and offers
- Convenience during busy workdays
A Times of India report captured a growing public mood: many customers are willing to wait slightly longer if it improves delivery worker safety.
That shift matters because consumer expectations influence platform strategies.
What Quick-Commerce Companies Might Do Next
Most companies are unlikely to abandon rapid delivery entirely. The quick-commerce market is booming, and speed is a key growth driver.
Instead, platforms may:
Rebranding of Speed Without Using the Term “10 Minutes”
Expect messaging like:
- “fast delivery”
- “minutes delivery”
- “instant delivery”
- “express delivery”
This will maintain a speed perception but will not be bound by a strict numerical commitment.
Invest More in Safer Operations
A hike in the regulation, on the other hand, might compel the companies to furnish:
- Safe riding instruction
- Rider incentive plans
- Clear-cut insurance policies
- Open penalty guidelines
The eventuality of fast e-commerce in India will be determined by unscrupulous companies who will not only be aggressive but also responsible in scaling up their operations.
Final Takeaway
India’s decision to remove the “10-minute delivery” promise is a strong signal: the country is no longer comfortable treating gig workers as invisible.
Quick commerce will still thrive because urban life demands convenience. But the industry is entering a new phase where safety, fair pay, and dignity cannot be secondary.
The big test now is simple:
Will quick-commerce platforms redesign the system, or just change the slogan?
If India gets this balance right, it could set a standard for gig work reforms not just nationally, but globally.
