India’s leading quick-commerce and food delivery platforms are stepping away from their much-hyped “10-minute delivery” claims after direct intervention from the Centre, signalling a significant shift in how ultra-fast delivery services are marketed in the country.
The move follows discussions between Union Labour Minister Mansukh Mandaviya and senior officials from platforms including Blinkit, Zepto, Swiggy and Zomato. The minister raised concerns that rigid delivery timelines were placing excessive pressure on delivery partners and potentially compromising their safety on the roads.
Credits: Forbes India
Government Flags Safety Risks for Delivery Workers
According to multiple media reports, Mandaviya strongly advised companies to eliminate strict delivery-time guarantees from their branding, advertisements and social media messaging. The minister reportedly stressed that aggressive timelines could incentivise risky behaviour among riders, including speeding and traffic violations, as they attempt to meet delivery targets.
The companies, the reports said, assured the government that they would remove such time-bound promises, marking a clear departure from one of the sector’s most recognisable marketing strategies. Swiggy, Zepto and Eternal—the parent company of Zomato and Blinkit—did not respond to Moneycontrol’s requests for comment.
Strike by Gig Workers Set the Context
The Centre’s intervention comes in the backdrop of rising discontent among gig workers. On December 31, 2025, delivery partners across platforms went on strike, highlighting issues such as low pay, unsafe working conditions and the relentless pressure created by strict delivery deadlines.
Riders had warned that ultra-fast delivery models were pushing them to take risks on the road, often at the cost of their own safety. The strike amplified concerns that had been simmering beneath the surface even as quick-commerce companies continued to grow rapidly in scale and valuation.
Ultra-Fast Delivery as a Branding Tool
Over the past few years, quick commerce has become one of India’s most competitive consumer internet segments. Platforms like Blinkit, Swiggy’s Instamart and Zepto built their brands around the promise of delivering groceries and essentials in as little as 10 minutes, redefining consumer expectations around speed and convenience.
This promise of near-instant gratification helped companies attract customers, expand usage frequency and justify premium valuations. Swiggy is currently valued at around $11 billion, while rival Zomato boasts a market capitalisation close to $28 billion, underscoring the sector’s economic significance.
However, delivery workers have long argued that such marketing narratives translate into unrealistic expectations on the ground, where traffic, weather and infrastructure constraints make ultra-fast deliveries both stressful and unsafe.
Growing Regulatory Focus on the Gig Economy
The decision to dial back delivery-time claims also reflects a broader tightening of regulatory oversight over India’s gig economy. In 2023, Rajasthan became the first state to enact a law governing gig work, introducing a welfare board, a dedicated social security fund and grievance redressal mechanisms.
Since then, Karnataka—home to India’s largest technology ecosystem—and Jharkhand have passed similar legislation. Telangana is also exploring the possibility of introducing its own framework, indicating growing momentum around formal protections for gig workers.
These state-level initiatives aim to strike a balance between enabling platform-driven employment and ensuring basic safeguards for workers operating in flexible, on-demand roles.
Platforms Respond With Limited Social Protection
Amid rising scrutiny from governments, workers and the public, several delivery platforms have introduced measures such as accident insurance and basic health coverage for delivery partners. While these benefits offer some degree of protection, worker groups argue they fall short of addressing core issues such as income stability, algorithmic pressure and safety-linked incentives.
At the same time, the gig economy has played a role in expanding workforce participation, particularly among women and individuals seeking flexible work arrangements.
Credits: Hindustan Times
A Shift in Narrative, Not Speed
By moving away from the explicit “10-minute delivery” promise, quick-commerce companies appear to be recalibrating their messaging rather than abandoning speed altogether. The shift suggests a growing recognition that sustainability—both for workers and the business—may require balancing convenience with safety.
As regulatory scrutiny intensifies and worker voices grow louder, how platforms adapt their models beyond marketing slogans could shape the next phase of India’s fast-evolving gig economy.
