India’s leading quick-commerce and food delivery platforms have begun scaling back their 10-minute delivery targets following government intervention over concerns about gig worker safety and working conditions.
Platforms including Blinkit, Zomato, Swiggy and Zepto have either removed or softened ultra-fast delivery claims from their branding and operations, according to Indian media reports.
The move follows discussions between the companies and India’s Labour Minister Mansukh Mandaviya, amid rising concern that strict time-based delivery promises were placing excessive pressure on delivery riders, potentially leading to unsafe working practices.
Officials from the Ministry of Labour and Employment have raised alarms over reports of delivery partners taking risks on the road to meet aggressive deadlines, particularly in congested urban areas. The ministry has said gig workers’ safety and welfare must not be compromised in the pursuit of faster deliveries.
Blinkit, which popularised the 10-minute delivery model in India, has reportedly dropped the specific time guarantee from its public messaging. Other platforms are understood to be reviewing their delivery benchmarks and incentive structures to reduce pressure on riders, while maintaining service efficiency.
India’s gig economy employs millions of delivery workers, many of whom lack formal employment protections. Trade unions and labour rights groups have long argued that hyper-fast delivery models encourage dangerous driving and long working hours.
The government has indicated it will continue engaging with platform companies to ensure compliance with labour safety norms, as it works on broader social security measures for gig and platform workers. (Newswire)