The Reality of 10-Minute Deliveries

India’s quick commerce sector, once defined by bold promises of groceries arriving within ten minutes, is entering a more cautious phase. Leading delivery platforms have begun to retreat from ultra-fast branding after the government warned that such expectations were compromising worker safety. The shift marks a significant moment for an industry that has expanded rapidly on the back of urban demand, aggressive marketing and a vast pool of gig labour.

The intervention followed a meeting last week between labour minister Mansukh Mandaviya and executives from major platforms including Eternal, Swiggy and Zepto. According to people familiar with the discussion, the minister raised concerns that ten-minute delivery pledges were jeopardising workplace safety in an industry employing millions. While companies maintained that the promises were largely promotional, they agreed to drop the branding. BlinkIt, owned by Eternal, replaced its slogan with a more neutral focus on product range, while Swiggy removed its speed guarantee altogether.

For gig worker unions, the change is long overdue. Representatives argue that compressed delivery timelines incentivised risky behaviour on congested urban roads, increasing stress and accident risk for delivery riders who are typically paid per order. Union leaders welcomed the government’s stance as an acknowledgement that growth in platform-based services has come at a human cost. They contend that the ten-minute model intensified existing problems of low pay, absence of social security and limited bargaining power.

The rise of quick commerce is closely tied to shifts in India’s consumption patterns since the Covid-19 pandemic. As mobility restrictions eased, urban consumers grew accustomed to app-based convenience, fuelling intense competition among lossmaking firms. Speed became a key differentiator, even as margins remained thin and profitability elusive. The model relied heavily on underemployed labour, allowing platforms to scale quickly without making long-term commitments to workers.

Tensions reached a peak during the Christmas period last year, when thousands of gig workers across the country staged strikes demanding better pay, social protection and an end to extreme delivery targets. Although participation was limited, with estimates suggesting fewer than two per cent of gig workers joined the protests, the action attracted national attention. It highlighted broader anxieties in New Delhi about the quality of employment being created in a fast-growing economy that has struggled to expand formal jobs.

Platform companies responded to the strikes with short-term incentives, particularly during the festive season when workers were least able to forgo income. These measures helped maintain service continuity, but they also underscored the precarious nature of gig work. The government’s subsequent engagement suggests a recognition that regulatory oversight may be necessary to prevent reputational and social risks from escalating.

Industry leaders have pushed back against claims that speed guarantees inherently encourage unsafe practices. Eternal’s chief executive argued publicly that average delivery distances and speeds were modest, suggesting that the system was not as hazardous as critics claimed. Analysts, meanwhile, view the removal of ten-minute slogans as largely symbolic. The underlying business models, including dense dark store networks and rapid order picking, remain unchanged.

Yet symbolism matters. By stepping in, the government has signalled that growth narratives centred solely on convenience and velocity may no longer be sufficient. The decision reflects a wider debate about how India should regulate platform economies that blur the line between entrepreneurship and employment. As the country seeks to harness technology-driven growth, it faces the challenge of ensuring that innovation does not erode labour standards.

For consumers, the change is unlikely to mean dramatically slower deliveries. Most orders will still arrive quickly, just without explicit promises that amplify pressure on workers. For companies, it may ease scrutiny while buying time to refine operations and move towards more sustainable economics. For gig workers, it represents a modest but meaningful acknowledgement of their concerns.

Ultimately, the retreat from ten-minute delivery pledges illustrates the limits of speed as a selling point. As India’s quick commerce sector matures, its success will depend less on racing the clock and more on balancing efficiency with safety, dignity and long-term viability.