Getting groceries in 10 minutes sounds impressive on paper. In reality, it comes at a cost that most customers never see. After delivery riders across India went on strike over unsafe working conditions, the Indian government has stepped in, asking quick commerce platforms to stop advertising ultra-fast 10–15 minute deliveries. The move has sparked a broader discussion about speed, safety, and who ultimately bears the cost of convenience. Companies like Zomato, Blinkit, and Zepto now have to change how they work.
Quick Commerce To Stop 10-Minute Delivery
According to sources, the federal labour ministry asked all quick-commerce platforms to drop 10-minute delivery services. The decision came after discussions between the labour ministry and company officials following a recent nationwide strike by delivery riders.
The discussion involved major brands as well, like Zomato, Blinkit, and Zepto. These apps allow urban shoppers to order groceries and other items, including electronics and household goods, within minutes.
Customers love it, but the model has been criticised for putting pressure on gig workers and exposing them to serious safety risks.
The Workers’ Strike
Last month, thousands of delivery workers went on strike. They demanded fair wages, dignity, and safe working conditions. While the disruption to customers was limited, the protest sparked a debate about the human cost of such services in India’s fast-growing digital economy.
After the strike, a closed-door meeting was held. The government told the quick-commerce companies to stop promoting tight delivery deadlines, a labour ministry official said on condition of anonymity.
Are Companies Listening?
It’s not clear whether all firms have fully complied. Some platforms, such as Blinkit, have already removed the 10-minute delivery time shown in the app, but orders are still being delivered in under 10 minutes in several locations. Many services operate dark stores in or near residential areas, meaning short delivery distances can still allow orders to be completed quickly.
How Big Is Quick Commerce?
Quick commerce has grown rapidly in India’s cities since the Covid pandemic. Platforms use small neighbourhood warehouses to supply groceries and household goods within minutes.
The boom comes at a time when India’s gig economy is also expanding. The number of workers is projected to rise from 7.7 million in 2021 to 23.5 million by 2030, according to government think tank NITI Aayog.
As competition intensified, companies promised ever-faster deliveries. This reshaped urban shopping habits but also increased stress for riders, often encouraging unsafe riding practices.
What Do Workers Say?
In a recent interview, delivery workers described long hours and heavy financial pressure from fast delivery targets.
Mobin Alam, 23, said missing a deadline could lead to penalties or fewer orders. “I have no choice. I have to work extra hours to support my family,” he said.
Even after often working more than 12 hours a day, he earns around ₹20,000 a month.
What Do Unions Think?
On Monday, several labour unions welcomed the decision to remove the 10-minute service.
“This is a significant and much-needed step in protecting the lives and dignity of gig and platform workers,” said Shaik Salauddin, the national general secretary of the Indian Federation of App-based Transport Workers.
Getting groceries in 10 minutes feels great — until you realise what it takes to make that happen. Quick commerce riders are dodging traffic, skipping meals, and working 12-hour shifts just to meet algorithm-driven deadlines. All so we can save a few minutes.
Removing the 10-minute delivery label is a start, but it doesn’t solve the deeper problem. As long as speed is rewarded and safety is optional, workers will continue to bear the pressure. Convenience should never come at the cost of someone else’s life. And that’s a conversation India can no longer ignore.
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