India’s fast-growing quick commerce sector is undergoing a major shift as leading platforms begin removing “10-minute delivery” claims from their apps and promotions. The move follows growing government scrutiny and concerns over delivery partners’ safety, health, and working conditions.
The government’s stance on India’s rapidly expanding quick commerce sector appears to be tightening. Amid rising concerns over the safety, health, and working conditions of delivery partners, several major quick commerce companies have started removing claims such as “10-minute delivery” from their platforms. After Blinkit, companies including Zepto, Swiggy Instamart, and Flipkart Minutes have also updated their branding and promotional messaging.
The pressure to meet extremely short delivery timelines often falls directly on delivery personnel. This not only increases the risk of road accidents but also leads to mental stress, fatigue, and unsafe working environments. These concerns prompted the government and labour organisations to question the operational practices of quick commerce platforms.
Last week, Union Labour Minister Mansukh Mandaviya held a meeting with key stakeholders from the quick commerce sector. During the discussion, he clearly stated that the safety and well-being of delivery partners must be the top priority.
The minister suggested removing rigid timelines such as “10-minute delivery,” noting that such promises force delivery workers to rush and operate under risky conditions.
Following this advice, Blinkit was the first platform to remove the 10-minute delivery claim. Soon after, Zepto, Swiggy Instamart, and Flipkart Minutes also made similar changes across their apps and websites. This move is being seen as a sign that companies are taking government warnings and worker safety issues more seriously.
However, not all players have followed suit. Tata Group-owned BigBasket’s app still mentions 10-minute grocery delivery, indicating that complete alignment across the quick commerce sector has yet to be achieved.
Over the past few years, India’s quick commerce market has grown rapidly, driven by consumer demand for ultra-fast delivery of daily essentials. While the model gained popularity, it also highlighted growing pressure on delivery partners and increased road safety risks.
Delivery partners, often referred to as gig workers, have long opposed promises like “10-minute delivery.” On New Year’s Eve, gig workers across the country even went on strike against this model, raising concerns around health, safety, working hours, and fair pay.
Gig workers argue that tight delivery deadlines frequently force them to overspeed or take risks, increasing the chances of accidents. There have also been allegations of inadequate compensation despite increased workload and pressure.
Gig Workers’ Associations have welcomed the decision by quick commerce companies to remove the 10-minute delivery promise. They believe this is a positive step toward acknowledging the unsafe and unsustainable pressure placed on delivery personnel.
The associations also expressed hope that companies will now focus on improving working conditions, offering better insurance coverage, and ensuring transparent and fair payment systems in the future.