End of 10-minute delivery? Centre steps in as safety concerns grow for gig workers

The promise and then the race to deliver groceries and essentials in just 10 minutes may finally be slowing down. After weeks of debate around the pressure faced by delivery partners, the Centre has stepped in, asking quick commerce platforms to remove fixed ultra-fast delivery timelines from their branding and public messaging. The move follows concerns that aggressive promises could put gig workers at risk on Indian roads, especially during bad weather and peak traffic hours.

Sources said Union Labour Minister Mansukh Mandaviya held discussions with leading food delivery and quick commerce companies, urging them to prioritise worker safety over speed-driven marketing. Platforms including Blinkit, Zepto, Swiggy and Zomato were part of these consultations.

What prompted the government’s intervention?

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Over the past year, 10-minute delivery has become a key selling point for quick commerce firms competing for urban customers. While companies have argued that deliveries are enabled by dark stores located close to neighbourhoods, labour groups and lawmakers have repeatedly flagged the pressure such timelines place on delivery workers.

The issue gained fresh traction after delivery partners across several platforms raised concerns about safety, long working hours and unpredictable income. In Parliament too, MPs highlighted the risks faced by gig workers who often navigate congested roads, heavy rain and extreme heat to meet tight delivery targets.

Officials familiar with the discussions said the labour ministry’s concern was not about banning fast deliveries altogether, but about discouraging rigid, time-bound promises that could indirectly push workers to take unsafe risks.

Blinkit leads the shift in branding

Among the platforms, Blinkit has already moved first. The company has removed references to “10-minute delivery” from its brand messaging. Its primary tagline has been changed from “10,000 plus products delivered in 10 minutes” to “30,000 plus products delivered at your doorstep”.

People aware of the development said other platforms are expected to follow in the coming days, revising advertisements, app banners and social media communication to move away from fixed delivery deadlines.

Importantly, this does not mean deliveries will suddenly slow down. Companies are expected to continue optimising logistics and store proximity, but without publicly committing to a strict time limit that could be interpreted as a performance mandate for workers.

Why is worker safety at the centre of the debate?

Gig workers have long argued that short delivery timelines translate into constant pressure on the ground. Unlike regular employees, delivery partners work as independent contractors. That means no assured monthly pay, no paid leave and little in the way of social security to fall back on.

These gaps came into sharp focus during protests and strike calls in late December, when delivery workers spoke about shrinking incentives, tougher penalties for late deliveries and the everyday danger of racing through traffic to meet tight deadlines.

What does the law say about gig workers?

The law opens the door to long-missing safety nets from life and disability cover to accident insurance, health and maternity benefits, and support in old age. In addition, the e-Shram portal, launched by the Ministry of Labour and Employment, aims to build a national database of unorganised workers, including delivery partners and platform workers, to improve access to welfare schemes.

Officials said the decision to nudge platforms away from rigid delivery promises fits into the broader effort to improve working conditions in India’s fast-growing gig economy.

While platform founders have previously defended rapid delivery models as a function of system design rather than individual speed, the latest move signals a shift in tone. Companies have reportedly assured the government that they will align branding and public communication with safety-first principles. Competition, however, is still fierce.

Several players are jostling for space in big cities, each trying to outdo the other. Dropping the 10-minute delivery promise may take away a flashy headline, but it doesn’t end the deeper contest to deliver faster, better and more efficiently than rivals.