Quick-Commerce Giants End 10-Minute Delivery Claims After Government Intervention
Quick-commerce firms drop 10-minute delivery promises for worker safety.
In a significant move for gig workers’ safety, leading e-commerce and food delivery companies have pledged to end ultra-fast delivery claims, including the infamous “10-minute delivery” promise. Blinkit, Zepto, Zomato, and Swiggy assured the Centre that they would comply with government directives aimed at protecting workers on the road.
Union Labour Minister Mansukh Mandaviya intervened following concerns over the risks faced by delivery personnel due to strict timelines. The minister held discussions with company officials, urging them to prioritise safety and stop promotional commitments that pressured workers to speed through traffic. Blinkit confirmed it would immediately remove the “10-minute delivery” tagline from all brand platforms and advertisements.
The government’s intervention follows a nationwide gig worker strike on New Year’s Eve, protesting low wages, unsafe working conditions, and unrealistic delivery targets. Workers had highlighted that the push to complete deliveries in mere minutes exposed them to serious road hazards, demanding urgent reforms in the rapidly expanding quick-commerce and food delivery sectors.
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With companies like Swiggy valued at $11 billion and Zomato at nearly $28 billion, the gig economy has grown at a breakneck pace. Recognising the sector’s importance and vulnerabilities, the Centre recently included gig workers under labour reforms, granting them rights akin to regular employees and ensuring access to benefits such as accident insurance and social security.
States like Rajasthan, Karnataka, and Jharkhand have already enacted legislation to protect gig workers, including setting up welfare boards, grievance redress mechanisms, and social security funds. Following these developments, several companies have also rolled out basic health coverage and accident insurance for their part-time and gig workforce, marking a step forward in formalising gig employment.
Experts say the removal of unrealistic delivery timelines signals a shift in India’s e-commerce sector, balancing growth ambitions with ethical and legal responsibilities toward frontline gig workers. This move is expected to improve worker safety, reduce accidents, and stabilise employment conditions in the high-pressure delivery industry.
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