Safety Over Speed: India Pushes Quick-Commerce Platforms to Rethink 10-Minute Delivery Promises

India’s fast-growing quick-commerce sector is being asked to slow down, at least on paper. Following a high-level meeting between Union Labour Minister Mansukh Mandaviya and representatives of leading e-commerce and delivery aggregators, platforms have been urged to withdraw aggressive “10-minute delivery” claims and place worker safety at the centre of their operations.

Government sources revealed that executives from Blinkit, Zomato, Swiggy, and Zepto were part of the discussions, which focused squarely on the risks posed by compressed delivery timelines. The minister reportedly made it clear the physical safety by compressed delivery timelines. The minister reportedly made it clear that the physical safety and well-being of delivery partners must outweigh marketing bravado.

Soon after the meeting, Blinkit revised its public messaging. Its earlier promise, “10,000+ products delivered in 10 minutes”—has now been replaced with a broader, less time-bound line: “30,000+ products delivered at your doorstep.” While subtle, the shift signals a recalibration of priorities.

The ultra-fast delivery model has long divided public opinion. Critics argue that such promises create relentless pressure on riders, forcing them to navigate congested roads at unsafe speeds. Supporters, meanwhile, point to consumer convenience and efficiency. However, the balance appears to be tilting toward caution.

Tensions escalated late last year when gig worker unions staged protests on December 25, demanding fair wages, social security, and the removal of rigid, time-driven delivery targets. The unions warned of a nationwide strike by December 31 if their concerns were ignored. In response, companies like Swiggy and Zomato temporarily increased delivery incentives, though union leaders cautioned that monetary tweaks alone would not address systemic issues.

The broader policy backdrop adds weight to the government’s stance. Under the Code on Social Security, 2020, gig and platform workers are formally recognised as eligible for social security benefits. Earlier this month, the Ministry of Labour and Employment released draft rules for all four labour codes, extending provisions such as minimum wages, health safeguards, occupational safety, and social security coverage to gig workers. The government plans to implement the full labour code framework from April 1.

AAP MP Raghav Chadha, a vocal advocate for gig workers’ rights, welcomed the Centre’s intervention. Calling it a victory for human dignity, he noted that visible countdown timers and “10-minute” branding placed constant, dangerous stress on delivery riders.

After engaging with hundreds of delivery partners, Chadha said many were overworked, underpaid, and risking their lives to meet unrealistic expectations. He credited public support for amplifying the issue and reassured gig workers that their concerns were finally being acknowledged.

As India’s delivery economy matures, the message from policymakers is becoming clearer: speed cannot come at the cost of safety, dignity, or life itself.