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Government intervenes amid safety concerns
The Indian government has called on rapid-delivery platforms to abandon their 10-minute delivery guarantees following safety worries and a nationwide strike by gig workers, sources told the BBC.
Strike sparks policy shift
The directive emerged after recent talks between the federal labour ministry and executives from leading quick-commerce companies, including Zomato, Blinkit, and Zepto. These platforms allow urban consumers to receive groceries, electronics, and household items within minutes.
While the model has gained popularity, critics argue it endangers delivery workers by pushing them to meet unrealistic deadlines.
Worker protests highlight risks
Last month, thousands of delivery riders staged a strike, demanding fair wages, respect, and safer working conditions. Though the disruption to customers was minimal, the protest intensified scrutiny of the human cost behind ultra-fast deliveries in India's booming digital economy.
In a closed-door meeting after the strike, government officials urged companies to stop promoting tight delivery timelines, a labour ministry source said on condition of anonymity.
Compliance remains uncertain
Some platforms, like Blinkit, have already removed the explicit "10-minute" promise from their marketing, the source noted. However, as of Tuesday, estimated delivery times in several locations still displayed under 10 minutes. Many services operate "dark stores" near residential areas, allowing orders to be fulfilled quickly despite the policy change.
The BBC has reached out to Eternal (owner of Blinkit and Zomato), Swiggy, and Zepto for comment.
Gig economy growth fuels debate
Quick-commerce has surged in Indian cities since the COVID-19 pandemic, with platforms using small local warehouses to deliver goods within minutes. This expansion coincides with the rapid growth of India's gig economy, projected to rise from 7.7 million workers in 2021 to 23.5 million by 2030, according to government think tank Niti Aayog.
As competition heats up, companies have raced to offer faster deliveries, reshaping urban shopping habits. Critics argue these promises heighten customer expectations and pressure riders to take risks.
Workers describe harsh realities
In interviews with the BBC this month, delivery workers detailed grueling conditions. Mobin Alam, 23, said missing deadlines could result in penalties or fewer orders. "I have no choice. I work extra hours to support my family," he said. Despite often working over 12 hours daily, he earns around 20,000 rupees ($220; £165) monthly.
"For most workers, gig work isn't a side hustle-it's their primary income," said Vandana Vasudevan, researcher and author of OTP Please! Online Buyers, Sellers and Gig Workers.
Vandana Vasudevan
She added that while officially classified as independent contractors, these workers rely entirely on platform algorithms for income, lacking social security, career growth, or training opportunities.
Mixed reactions to policy change
Labour unions welcomed the move. "This is a crucial step to protect gig workers' lives and dignity," said Shaik Salauddin, national general secretary of the Indian Federation of App-based Transport Workers.
Others, however, remain skeptical. Vasudevan noted that speed remains embedded in the system, with workers aware that their performance and ratings influence order volume.
Delivery workers expressed divided views. Some, like Satveer (who uses only his first name), told PTI that past promises had failed to deliver change. While removing the 10-minute deadline might help during traffic delays, he stressed the need for better pay and parking facilities.
Akhilesh Kumar argued that dropping the deadline wouldn't address low per-order earnings. Others, like Mahesh Kumar, saw potential relief from reduced stress, while Rakesh hoped it would ease the fear of customer complaints.
