India Tells Quick-Commerce Giants: Ditch the 10-Minute Delivery Promise
In a move that could reshape urban e-commerce across South Asia, India’s Ministry of Labour and Employment has formally asked major quick-commerce players to abandon their hallmark “10-minute delivery” marketing claims. The request, made during a high-level meeting between Labour Minister Mansukh Mandaviya and executives from Blinkit (Zomato), Instamart (Swiggy), and Zepto, signals growing regulatory scrutiny over the human cost behind hyperfast delivery models. For consumers wondering if their instant groceries will slow down—yes, changes are likely coming.
Why the Sudden Pushback Against Speed?
The 10-minute delivery promise, once hailed as a game-changer in India’s competitive digital economy, is now under fire for endangering gig workers. Reports indicate that relentless time pressure has led to dangerous riding behaviors, sleep deprivation, and mounting stress among delivery personnel. With no formal employment contracts or social security, these workers bear the brunt of algorithm-driven deadlines. The government’s intervention follows months of outcry from labor unions and recent nationwide protests involving over 200,000 gig workers on New Year’s Eve—a stark reminder that speed shouldn’t come at the cost of safety.
Quick-Commerce Boomed—But at What Cost?
India’s quick-commerce sector exploded between 2023 and 2025, fueled by venture capital and urban demand for near-instant gratification. Companies built dense networks of “dark stores”—micro-warehouses tucked into residential neighborhoods—to fulfill orders in record time. While convenient for customers ordering everything from diapers to gaming consoles, this model created unsustainable expectations. Delivery agents, often paid per drop, found themselves racing against countdown timers, skipping meals, and risking traffic violations just to avoid algorithmic penalties. The system optimized for efficiency—but not humanity.
Government Steps In With a Human-First Approach
Labour Minister Mandaviya’s meeting wasn’t just symbolic—it carried clear directives. Officials urged companies to revise advertising language that emphasizes “10-minute” or “ultrafast” delivery, arguing such messaging pressures both workers and consumers into expecting the impossible. Instead, the ministry proposed shifting focus toward “reliable” and “safe” delivery windows. This aligns with India’s broader push to regulate platform work, including draft rules that would classify gig workers as “wage earners” entitled to minimum wages, insurance, and grievance redressal mechanisms.
Industry Response: Compliance or Resistance?
So far, the quick-commerce giants have responded cautiously. Blinkit and Instamart issued statements affirming their commitment to “partner welfare,” while Zepto emphasized ongoing safety training and flexible shift options. None have yet announced plans to scrap their 10-minute branding—but insiders suggest internal reviews are underway. Given the intense competition, any company that unilaterally slows delivery times risks losing market share. Yet with regulatory heat rising, compliance may soon outweigh commercial risk.
What This Means for Indian Consumers
Urban shoppers might notice subtle changes in app interfaces—fewer countdown clocks, softer language like “as fast as possible” instead of hard time guarantees. Delivery windows could expand to 15–20 minutes without impacting core convenience. Importantly, experts argue that slightly longer waits could lead to more consistent service, fewer canceled orders, and safer streets. After all, a 10-minute pizza isn’t worth a life-threatening scooter crash.
Gig Workers Welcome the Shift—But Want More
Labor advocates see this as a critical first step, not a finish line. “Removing ‘10-minute delivery’ from ads won’t fix broken algorithms or unfair pay,” said a spokesperson for the Indian Federation of App-Based Transport Workers. They’re pushing for binding regulations—not voluntary pledges—including caps on daily working hours, transparent rating systems, and inclusion in national social security schemes. The government’s current stance shows empathy, but enforceable policy is what workers truly need.
Global Echoes: India Isn’t Alone
India’s reckoning mirrors global debates about gig economy ethics. The EU’s Platform Work Directive, California’s Prop 22 challenges, and UK Supreme Court rulings have all questioned whether tech platforms can externalize labor costs while reaping profits. What makes India’s case unique is the sheer scale: over 15 million gig workers power its digital economy, many relying on quick-commerce gigs as primary income. How India balances innovation with worker dignity could set a precedent for emerging markets worldwide.
The Road Ahead for Quick-Commerce
The sector isn’t doomed—it’s maturing. Investors who once prized growth-at-all-costs are now prioritizing unit economics and sustainability. Slower, safer delivery could reduce accident-related liabilities, improve retention, and even boost customer trust. Companies that pivot toward ethical operations may gain long-term advantage over rivals clinging to reckless speed. As one industry analyst put it: “The next phase of quick-commerce isn’t about minutes—it’s about respect.”
A Necessary Pause in the Race Against Time
For years, the mantra was “faster, cheaper, now.” But real progress means asking: for whom? India’s labor ministry has drawn a line, reminding tech disruptors that human well-being can’t be an afterthought. While the 10-minute promise captured imaginations, it also masked systemic strain. Replacing it with responsible delivery standards won’t kill convenience—it’ll make it sustainable.
Speed Shouldn’t Sacrifice Safety
As India’s quick-commerce giants recalibrate, they face a defining choice: double down on breakneck speed or build a model where workers aren’t disposable cogs. Early signs suggest the latter is gaining traction. For consumers, this moment offers a chance to rethink what “convenience” really means—and whether it’s worth someone else’s safety. In 2026, the most innovative companies won’t just deliver fast—they’ll deliver fairly.
