The promise was simple: groceries and more at your doorstep in 10 minutes. In December 2025, delivery agents across sever al cities went on strike, pro testing peak-season work loads and increasingly ag gressive delivery time lines.
The unrest forced regulators to confront mounting safety and la bour concerns within In dia’s fast-growing quick-com merce sector. The backlash has since prompt ed the Union Ministry of Labour and Employment to ask platforms to do away with ‘10-minute de livery’ promises, citing the risks such guar antees pose to worker safety. Safety concerns by gig workers trigger government action The ministry has flagged concerns that rigid ultra-fast delivery timelines place undue pressure on gig workers, often forcing them to take risks on the road and operate under unsafe conditions.
Officials clarified that the move is not aimed at banning quick commerce, but at discouraging delivery guarantees that could compromise worker welfare. The intervention follows sustained criticism from labour groups and safety advocates, who argue that aggressive timelines normalise unsafe driving and set unrealistic productivity expectations for delivery partners.Speed stays, the promise goesThe government’s move does not signal the end of rapid deliveries. Industry experts note that most quick-commerce orders are fulfilled from nearby dark stores, making fast turnaround times operationally feasible even without a public 10-minute guarantee. What changes is the messaging. Platforms are being asked to step back from selling speed as a promise and instead allow flexibility that does not incentivise risk-taking by workers.Platforms begin rolling back 10-minute claims Following consultations with government officials, major quick commerce players including Blinkit, Zepto and Swiggy have either removed or begun removing ‘10-minute delivery’ claims from their apps and marketing material. Blinkit has already dropped the phrase across platforms, while others have indicated they are complying with the government’s request. The ministry has stressed that while fast delivery models may continue, publicly committing to rigid timelines should not. WHAT TRIGGERED THE PUSHBACKl Public criticism of the l Escalating safety concerns l Mounting pressure from gig workers ‘10-minute’ delivery culture l Year-end surge in orders l Aggressive scaling by platforms
