A major shift is unfolding in India’s quick commerce sector as companies begin suspending the much-publicised “10-minute delivery” promise. The move follows growing concerns over gig worker safety, rising pressure from unions, and intervention by the Central government. Leading quick commerce platform Blinkit has reportedly already removed the 10-minute delivery rule, while other companies are expected to follow suit soon.
The decision marks a significant change in how quick commerce services operate, especially at a time when the industry faces intense scrutiny over working conditions for delivery partners.
Government Push After Gig Workers’ Protests
The development comes after gig workers across the country staged a nationwide strike. They demanded better safety measures, job security, and an end to unrealistic delivery timelines. Workers argued that ultra-fast delivery targets forced them to take risks on the road and work under extreme stress.
Union Minister Mansukh Mandaviya stepped in to address the issue and held discussions with representatives of major quick commerce firms. These included Blinkit, Zepto, Swiggy Instamart, and other players. During the talks, the government reportedly stressed the need to prioritise worker safety and ensure humane working conditions. Following these discussions, companies appeared to agree on removing the 10-minute delivery mandate.
Blinkit Acts, Others Likely to Follow
Blinkit has already taken visible steps by removing the 10-minute delivery promise from its branding. Industry sources suggest that similar changes could soon appear across other platforms. The focus is now shifting towards sustainable delivery timelines rather than speed at any cost.
The government’s push aims to create a safer environment for gig workers while maintaining service efficiency. Officials believe that realistic delivery expectations can reduce accidents and improve overall working conditions.
Political Spotlight on Quick Commerce Practices
The issue also reached Parliament recently. AAP MP Raghav Chadha raised concerns over the 10-minute delivery model and its impact on gig workers. He stated that such systems exploit delivery partners and force them to operate under dangerous pressure. Chadha urged the government to ban ultra-fast delivery promises that compromise worker safety.
His remarks added political weight to the ongoing debate and strengthened calls for regulatory oversight in the fast-growing quick commerce sector.
With companies now reconsidering their delivery models, the suspension of the 10-minute delivery rule could mark a turning point. The move signals a broader effort to balance consumer convenience with fair and safe working conditions for gig workers across India.
