India's Quick Commerce Sector Abandons 10-Minute Delivery Promise
The era of ultra-fast 10-minute deliveries in India's quick commerce sector is officially ending. This significant shift brings visible relief to gig workers across the country. It also reignites crucial conversations about labor safety, regulation, and the true cost of modern convenience.
Government Directive Spurs Platform Changes
Leading platforms have begun removing high-speed branding from their applications. This follows clear directives from the Union Labour Ministry and sustained protests by gig workers' unions. Union Labour Minister Mansukh Mandaviya personally urged companies to abandon rigid delivery timelines. He emphasized prioritizing rider safety above all else.
The minister's intervention came after a nationwide strike by gig workers on New Year's Eve 2025. That strike highlighted widespread concerns over road safety, excessive working hours, declining earnings, and complete lack of job security.
Major Platforms Revise Their Messaging
Blinkit has notably changed its principal tagline. It moved from "10,000+ products delivered in 10 minutes" to the more general "30,000+ products delivered at your doorstep." Zepto now simply uses the phrase "Groceries in minutes." Swiggy Instamart displays "Groceries and More" on both Android and iOS app stores.
Flipkart Minutes has also stepped away from explicit time-bound claims. Interestingly, Tata Group's BigBasket continues to show "10 min grocery app" for now. Industry analysts view this widespread rollback as a clear acknowledgment. Aggressive timelines had begun attracting serious regulatory scrutiny and growing public criticism.
Estimates indicate seven major players currently operate in India's quick commerce market. This sector serves an impressive 65 to 75 million monthly transacting users.
Gig Workers Welcome Long-Overdue Correction
Gig workers' associations have warmly welcomed this decision. They describe the 10-minute delivery promise as a hazardous strain on delivery personnel. The Gig Workers Association stated the model forced workers to rush constantly.
It endangered them on busy roads and pushed them into extended shifts. This happened amid relentless app-driven pressures from incentives, ratings, and order assignments.
The association provided a stark example. Workers often receive the same payment for a multi-order delivery as for a single order. In one documented case, a worker earned only Rs 19.30 for delivering two orders together. This practice increases risk and workload without offering any additional compensation.
The body stressed an urgent need for a permanent institutional framework. Such a framework would facilitate proper dialogue between workers, platforms, and the government. This is essential to address safety concerns and prevent disputes from escalating further.
Delivery Partners Express Relief and Hope
For delivery partners navigating congested urban roads daily, this move has been widely welcomed. This is particularly true in cities like Bengaluru with notorious traffic conditions.
"It's a good move," said Asha A, a gig worker with four to five years of experience. "They mention it as 10 minutes, but usually we take 10-15 minutes to deliver. With that removed, we'll have more time and a peaceful mindset instead of rushing. There have been instances of customers scolding us in case of delay. It is very difficult to rush in Bengaluru traffic with a 10-minute window."
Another delivery partner shared similar sentiments. "We're very happy with the move. Recently, one delivery person died while trying to deliver on time. Sometimes we are in faraway places and can't reach on time. We also sometimes jump traffic signals and ride on pavements. Traffic police usually don't catch us because they are generous toward delivery partners, but we are risking our lives. Now, without the 10-minute pressure, we can travel peacefully."
A third worker explained the psychological relief. "Earlier, we were constantly worried about being late and getting penalized. Without the 10-minute pressure, we can ride more carefully and still do our work properly." Another partner stated simply, "The 10-minute delivery promise created a lot of tension for delivery workers. Even small delays because of traffic or lifts would become a problem."
Consumers Largely Support Safety Over Speed
Among consumers, responses have been mixed but largely supportive. Many urban users admitted that quick commerce has reshaped their grocery shopping habits. However, they agree the safety of delivery workers must come first.
One resident offered a balanced perspective. "It's not a deal-breaker. I don't think there's such an emergency that we need deliveries in 10 minutes. Waiting 30 minutes is fine. I see many dark stores around my area, and it's helpful, especially in emergencies or for everyday groceries and personal needs. If there is an option available for us to mark it as an emergency, it would be really helpful to prioritize our deliveries. We usually compare prices across apps before ordering. Also, I think it's ultimately the gig workers' choice—they earn commission on every order, so many will still continue to ride fast."
Another consumer shared a thoughtful suggestion. "I usually order from Zepto and Blinkit once a week for my kids' fruits and toys... I think 10-minute delivery is mostly a way to create competition among companies. If someone needs something urgently, there could be an option to pay an extra fee, say Rs 10 or Rs 20, to make the delivery a priority. That way, people who really need it fast can get it, without pressuring delivery workers. After seeing the viral video of a delivery agent jumping off a moving train after handing over goods, I feel no delivery is worth risking one's life or getting into trouble."
Others suggested implementing optional priority delivery or flexible time slots for urgent needs. This would replace default timelines that push workers to take unnecessary risks.
The Rise and Fall of 10-Minute Delivery
Between August 2020 and December 2021, India witnessed a quiet revolution in shopping habits. During the pandemic, fast grocery deliveries became essential for many households. Swiggy launched Instamart in August 2020 with 30–45 minute deliveries. By mid-2021, Zepto boldly promised deliveries in just 10 minutes. In December 2021, Blinkit rebranded with the explicit mission of "instant commerce."
In a remarkably short span of 16 months, these players made ultra-fast delivery a tangible reality. Four years later, 10-minute deliveries are no longer a novelty. They had become the expected norm for millions of urban consumers.
Traders' Body Labels Service a 'Public Menace'
The Confederation of All India Traders (CAIT) has welcomed what it calls the government's decision to curb 10-minute delivery services. The body described the move as "timely, humane, and far-sighted." CAIT stated it had repeatedly warned against the unregulated expansion of quick commerce.
Its National Secretary General and MP, Praveen Khandelwal, issued a strong statement. "Unrealistic timelines such as 10-minute delivery force delivery personnel to take life-threatening risks." He added that the sector requires "structural reforms, not cosmetic changes." Khandelwal recalled raising the issue in Parliament. He even introduced a Private Member's Bill seeking a ban on dark stores.
Industry Voices Caution Against Over-Regulation
Even as platforms roll back their branding, some industry leaders remain cautious about tighter regulation. Eternal founder Deepinder Goyal argued that gig work represents one of India's largest organized job creation engines. He warned explicitly against over-regulation.
"I repeat—gig work is one of the largest organized job creation engines in India. And we provide insurance, fair, timely and predictable wages," Goyal stated firmly.
Defending the fundamental feasibility of 10-minute deliveries, he added an important clarification. "Our 10-minute delivery promise is enabled by the density of stores around your homes. It's not enabled by asking delivery partners to drive fast."
Labour Reforms and the Future of Gig Work
This debate unfolds against the backdrop of sweeping government labour reforms. In November, authorities notified all four labour codes. These codes promise universal social security coverage for gig and platform workers. Draft rules under the Social Security Code, 2020, propose a 90-day annual work threshold for eligibility.
India currently has over 12.7 million gig workers. This number is projected to rise dramatically to 23.5 million by 2029–30. The future of quick commerce will fundamentally depend on balancing growth with dignity and safety for these workers.
A Pivot Away from Speed at All Costs
India's quick commerce market continues to show strong growth potential. It is expected to grow at 35–40 per cent CAGR, reaching an estimated USD 47 billion by FY30. However, the retreat from the 10-minute delivery promise marks a critical turning point for the industry.
What was once marketed as the ultimate instant gratification has increasingly been viewed as a serious public safety concern. This model placed delivery workers under relentless, algorithm-driven pressure.
For gig workers, the end of the 10-minute delivery era may not immediately change all algorithm-driven realities. But it represents both a symbolic and practical step forward. It moves towards safer roads, more realistic consumer expectations, and a model of convenience that does not come at the unacceptable cost of human lives.
