India Urges E-Commerce Firms To Drop 10-Minute Delivery Promise
The Indian government has asked quick-commerce companies to stop advertising their popular “10-minute delivery” service, following growing concerns about rider safety and working conditions.
Sources within the federal labour ministry told the BBC that the directive came after discussions with company executives, prompted by a nationwide strike staged by delivery workers last month. Riders had protested against what they described as unsafe working environments and unrealistic delivery targets.
Major platforms affected by the move include Zomato, Blinkit and Zepto, which allow urban consumers to order groceries, electronics and household items for near-instant delivery. While the service has gained massive popularity, critics argue it places dangerous pressure on gig workers to meet tight deadlines.
A senior labour ministry official, speaking anonymously, said the government urged companies in a closed-door meeting to remove explicit time guarantees from their branding and promotions. Some platforms, including Blinkit, have already taken down references to “10-minute delivery,” while others are expected to follow suit.
However, checks by the BBC on Tuesday showed several apps still displaying estimated delivery times of under 10 minutes in certain locations. This is largely due to the use of “dark stores” – small warehouses located close to residential areas – which make fast deliveries possible even without formal guarantees.
The BBC has contacted Eternal, which owns Blinkit and Zomato, as well as Swiggy and Zepto, for their responses.
Quick-commerce has expanded rapidly across Indian cities since the Covid-19 pandemic, reshaping shopping habits. At the same time, India’s gig economy is booming, with government think tank Niti Aayog projecting the number of gig workers to rise from 7.7 million in 2021 to 23.5 million by 2030.
As competition intensified, firms raced to outdo each other on speed, a trend labour advocates say has come at a human cost. Delivery workers interviewed by the BBC earlier this month described long shifts, financial strain and fear of penalties for missing deadlines.
Twenty-three-year-old Mobin Alam said failure to meet targets could reduce his job opportunities on the platform. “I have no choice. I have to work extra hours to support my family,” he said, adding that he earns about 20,000 rupees ($220) monthly despite working over 12 hours daily.
Researcher Vandana Vasudevan noted that for most riders, gig work is not a side hustle but their main source of income. She added that while they are officially classified as independent contractors, their livelihoods depend heavily on platform algorithms and performance ratings.
Labour unions welcomed the government’s intervention. Shaik Salauddin, national general secretary of the Indian Federation of App-Based Transport Workers, described the move as “a significant and much-needed step” toward protecting gig workers.
Still, some experts warn that pressure may persist even without official deadlines. “Speed is built into the system,” Vasudevan said, explaining that workers know their ratings and delivery times affect how many orders they receive.
Delivery workers also expressed mixed feelings. Satveer, who gave only his first name, said similar promises in the past had failed to bring real change. Others argued that low pay, poor parking facilities and lack of benefits remain unresolved.
However, some riders believe the change could reduce stress. Mahesh Kumar said it would ease pressure, while Rakesh noted it might reduce fear of customer complaints.
For now, the government says it will continue monitoring compliance, as it balances consumer convenience with worker safety in India’s fast-growing digital economy.
