The Union government has asked quick-commerce platforms to stop advertising the much-touted “10-minute delivery” promise, citing serious concerns over the safety and working conditions of delivery riders, sources familiar with the matter have said. The move follows recent discussions between the Union labour ministry and representatives of leading companies after a nationwide protest by gig workers drew attention to the risks associated with ultra-fast deliveries.
Officials said the issue came up after thousands of delivery riders across the country went on strike last month, demanding safer working conditions, fair pay and dignity at work. Although the strike caused only limited disruption for customers, it sparked a wider debate about the pressures placed on gig workers in India’s rapidly expanding digital economy.
According to a senior labour ministry official, who spoke on condition of anonymity, the government conveyed to companies during a closed-door meeting that strict delivery deadlines should no longer be promoted, as they encourage unsafe practices on the road. Major quick-commerce players such as Blinkit, Zomato and Zepto, which allow urban consumers to order groceries, electronics and household essentials within minutes, were part of the discussions.
While it remains unclear whether all platforms have fully implemented the directive, some changes are already visible. Blinkit, for instance, has removed the explicit “10-minute” delivery claim from its branding and promotional material, the official said, adding that other firms were expected to follow suit. However, in several cities on Tuesday, delivery apps continued to display estimated delivery times of under 10 minutes, largely because many companies operate neighbourhood “dark stores” located close to residential areas.
Quick commerce has seen explosive growth in Indian cities since the Covid-19 pandemic, reshaping shopping habits and intensifying competition among platforms. As companies raced to attract customers, ever-faster delivery promises became central to their marketing strategies. Critics argue that this has led to unrealistic customer expectations and heightened stress for riders, who often feel compelled to rush through traffic to avoid penalties or loss of future orders.
India’s gig economy is also expanding rapidly. Government think tank Niti Aayog has projected that the number of gig workers could rise from 7.7 million in 2021 to 23.5 million by 2030. For many of these workers, delivery jobs are not a supplementary income but their main source of livelihood.
Several delivery riders have spoken about the pressures they face. Mobin Alam, a 23-year-old rider, said missing delivery targets could result in penalties or fewer orders. Despite working more than 12 hours a day, he earns about ₹20,000 a month. “I have no choice. I have to work extra hours to support my family,” he said.
Labour researchers say the problem runs deeper than delivery promises. Vandana Vasudevan, a researcher and author who studies gig work, noted that while riders are officially classified as independent contractors, they remain heavily dependent on platform algorithms to earn a living. Despite working full time, she said, most lack social security, training or opportunities for growth.
Labour unions have largely welcomed the government’s intervention. Shaik Salauddin, national general secretary of the Indian Federation of App-based Transport Workers, described the move as a significant step towards protecting the lives and dignity of platform workers. Others, however, cautioned that removing explicit deadlines alone may not be enough. Vasudevan pointed out that speed remains “built into the system”, as riders know their ratings and delivery times influence how many orders they receive.
Delivery workers themselves expressed mixed reactions. Some said the change could reduce stress and fear of customer complaints, while others argued that without better pay, parking facilities and structural reforms, the pressures would continue.
