India Pushes Quick-Commerce Giants to Abandon Speed Promises

India's labor ministry has convinced major quick-commerce platforms to stop marketing their signature 10-minute delivery promises, marking a significant shift in how the country's rapidly growing delivery sector operates. The move comes after weeks of pressure from government officials concerned about the impact of strict delivery deadlines on the safety and working conditions of gig workers who power these services.

Union Labour Minister Mansukh Mandaviya met with executives from leading platforms including Blinkit, Zepto, Zomato, and Swiggy Instamart to discuss the issue. Following these discussions, Blinkit has already removed references to 10-minute deliveries from its marketing materials, replacing its tagline from "10,000 plus products delivered in 10 minutes" to "30,000 plus products delivered at your doorstep." Other major players are expected to make similar changes in the coming days.

Background

The quick-commerce sector has exploded in India over the past few years, transforming how urban consumers shop for groceries and everyday items. Companies like Blinkit, Zepto, and Swiggy Instamart built their business models around the promise of ultra-fast delivery, investing hundreds of millions of dollars in networks of small warehouses called dark stores positioned throughout neighborhoods. These facilities allow companies to fulfill orders in minutes rather than hours or days.

The model has proven wildly popular with consumers in India's major cities, who have grown accustomed to ordering everything from food to electronics and receiving them within 10 to 15 minutes. The sector has attracted significant investment, with quick-commerce platforms receiving a total of $8.27 billion in funding since 2011.

However, the speed-focused business model has come under increasing scrutiny. Workers and labor advocates have raised concerns that the pressure to meet tight deadlines forces delivery personnel to work in unsafe conditions, drive recklessly, and endure exhausting hours with minimal breaks.

Key Details

The government's intervention follows a nationwide strike by gig workers on New Year's Eve 2025, when delivery personnel protested against low pay, poor working conditions, and the pressure created by time-bound delivery targets. During that strike, workers highlighted how rigid delivery deadlines encourage unsafe driving practices and create intense operational pressure.

The issue also gained attention in India's Parliament. AAP Rajya Sabha member Raghav Chadha spoke about what he called the "pain and misery" of India's gig workers, who operate under tremendous pressure and sometimes in harsh weather conditions. Chadha even wore a Blinkit delivery partner jacket and completed deliveries himself to demonstrate the conditions workers face. He called for regulations on quick-commerce and other app-based delivery services, emphasizing the need for social security benefits and better protections.

"It's important to note that half of the deliveries do not happen in 10 minutes; it usually takes more time than that. If it's about dropping the claim of 10-minute deliveries, then it should not be a big problem, but that does not change the business model in any way." – Source at a major quick-commerce firm

Platform executives have pushed back on claims that the 10-minute promise directly pressures workers. Blinkit parent company Eternal Group CEO Deepinder Goyal stated that delivery partners do not see customer-facing time commitments on their apps. He argued that faster deliveries are achieved mainly because stores are located closer to customers, not because riders are expected to drive faster.

Government's Position

Labour ministry officials have clarified that the goal is not to curb innovation in quick-commerce but to ensure that rapid growth does not come at the expense of worker safety. The discussions have centered on three main areas: safer delivery practices, realistic performance expectations, and improved social security coverage for gig and platform workers.

While no formal advisory has been issued, companies are being encouraged to move away from branding that could indirectly incentivize risky behavior. Government officials indicated they are uneasy about the pressure such time-bound claims place on riders.

What This Means

The shift reflects a broader recognition in India that the gig economy requires stronger protections. In November 2025, India's Code on Social Security came into force, providing the first statutory definitions of gig workers and platform workers. The code requires delivery and service platforms to contribute 1 to 2 percent of their annual revenue, capped at 5 percent of payments made to workers, to a government-managed social security fund.

The government also launched the e-Shram portal in 2021 to create a comprehensive database of unorganized workers, including platform workers and migrant workers. The new social security framework provides for life and disability cover, accident insurance, health and maternity benefits, and old age protection.

For quick-commerce companies, dropping the 10-minute messaging does not necessarily change how they operate. Sources at delivery platforms indicated that workers will continue taking the same amount of time to deliver from dark stores, and no significant operational changes will occur. The shift is primarily about removing marketing language that could be seen as promoting unsafe speed.

Blinkit's decision to rebrand itself as "India's last-min delivery app" suggests companies are finding ways to maintain their speed advantage while moving away from specific time guarantees. Other platforms like Zepto and Swiggy Instamart still display the 10-minute promise on their app stores, though they have agreed to remove it from advertisements and marketing communications.

The move signals that India's government is willing to intervene directly in how major tech platforms operate when worker welfare is at stake. As the quick-commerce sector continues to expand, the balance between consumer convenience and worker protection will likely remain a central issue.