10-min Delivery Promise Halted to Protect Gig Workers

Introduction

India’s quick commerce sector has reshaped daily shopping, bringing groceries to doorsteps in minutes through apps like Blinkit, Zepto, and Swiggy Instamart. This convenience masked serious risks for delivery riders, who faced pressure to speed through dangerous traffic. In January 2026, the government stepped in, directing platforms to remove their 10-minute delivery guarantees after worker protests highlighted unsafe conditions.

Growth of Quick Commerce and Emerging Problems

Quick commerce took off in India after the pandemic, with companies setting up small warehouses in city neighborhoods. These dark stores hold popular items ready for instant pickup, allowing deliveries in under 10 minutes. The model drew users eager for speed and firms chasing market share. Delivery riders, mostly on bikes, became the backbone, but tight deadlines forced them to weave through crowded roads and potholes. Strikes broke out on Christmas 2025 and New Year’s Eve, as workers demanded an end to the rush that led to accidents and exhaustion. Labour Minister Mansukh Mandaviya met executives from major apps, making clear that safety must come before marketing claims. Companies quickly pulled the 10-minute labels from their apps and ads.

Government Directive and Platform Adjustments

The instruction from the ministry focused on removing promises of delivery in set short times. Blinkit acted first by deleting the claims, soon followed by Swiggy Instamart and Zepto. Apps now stress variety of goods rather than exact minutes, though some still show arrival estimates close to 10 minutes. No new law was passed, but firms followed to avoid further trouble from regulators. Riders saw it as a win, but many worry the underlying demands remain through hidden ways like ratings and pay cuts for delays. This action ties into wider changes, as gig workers gain formal recognition for the first time under India’s new labour codes, paving the way for better protections.

How Quick Commerce Operates at Core

The business rests on local warehouses stocked with everyday needs like milk and snacks. Orders trigger riders who grab and dash to nearby customers. Heavy funding from investors helped build these networks across major cities. The sector handles millions of orders daily, but keeping costs low means relying on a large pool of riders. Safety concerns grew as reports of crashes and health issues mounted, leading to the recent pushback. Platforms say their systems stay the same, just shifting how they talk about speed.

Reasons for the Shift and Lasting Effects

The government’s move uncovers deep issues in how quick commerce runs and treats its workforce. Riders must cover several kilometers in minutes through busy streets, often breaking traffic rules to meet goals. The apps use systems that cut pay or ratings for late drops, keeping the hurry alive even without public promises. Competition between companies like Blinkit and Swiggy pushes them to stay fast, as slower service loses customers.

This change comes at a key moment. Gig workers, long seen as independent helpers, now receive official nod under the new labour codes for the first time. These codes cover social security, health benefits, and fair pay, giving riders a stronger voice. Before, companies avoided full responsibility by calling them partners, not employees. The codes change that, making platforms accountable for welfare. How does this play out? Workers can claim insurance and pensions, while firms must register them on e-shram portals. Why does it matter now? Strikes showed the human toll, with crashes linked to rushed rides.

The ministry’s nudge builds on this legal base, signaling regulators will enforce codes strictly.

For businesses, dropping time guarantees looks like a small fix, but it hits at the heart. Speed sells the service, drawing users who want items now. Without it, apps must highlight other strengths like wide choice. In truth, warehouses make short times possible, so estimates stay low. But algorithms still reward quick work, so riders feel the same stress. The real test lies in how labour codes roll out. Platforms face costs for benefits, which could raise prices or slow growth. Unions gain ground to bargain for better terms.

Look at the bigger picture. India’s roads already see high accident numbers, and quick rides add to the danger. The codes aim to fix this by requiring safe gear and rest breaks. Success depends on follow-through: if apps share data on rides and crashes, regulators can spot problems early. Workers benefit from formal status, ending the ignore-they-don’t-quit cycle. Companies must adapt by training riders, mapping safe routes, and sharing profits better. Consumers might wait longer but support a fair system.

This sets a path for balance. Quick commerce grows the economy but needs rules to protect people. The first recognition in labour codes gives tools for change, turning protests into policy. Platforms that lead on welfare will build trust and last longer. Delays teach that speed without care backfires. In the end, the sector matures when convenience respects those who deliver it.

Views from Riders and Remaining Hurdles

Riders share stories of close calls and long hours for low daily earnings. The strikes brought attention, and some say quotas eased a bit. But peak times still demand hurry. Unions call for steady wages and accident help, pointing to many deaths in gig work. Apps offer some training and extras, but treat riders as outsiders to limit duties.

Path Ahead for Companies and Watchdogs

Firms now use words like fast without numbers, keeping most orders flowing. Officials keep an eye on fair pricing next. Growth continues, but with safety first. Around the world, similar rules shape ride and food apps. Key signs of progress include fewer crashes and real talks with unions. Risks stay if dark stores spread without checks.

The sector employs many young city dwellers, but shows gaps in rules. This step leads for other apps, pushing safe ways of work. Shoppers value ethics over seconds, helping strong players rise. Future holds better bikes and smart paths for true quick service.

Author: Amrita Pradhan, in case of any queries please contact/write back to us via email to chhavi@khuranaandkhurana.com or at  Khurana & Khurana, Advocates and IP Attorney.

References

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2.     Ministry of Labour and Employment, Government of India, Notification on Social Security for Gig Workers under Code on Social Security 2020, Gazette of India, August 2024, https://labour.gov.in/sites/default/files/Gig_Workers_Notification.pdf.

3.     Press Information Bureau (PIB), Government of India, Labour Minister Meets Quick Commerce Platforms on Rider Safety, January 2026, https://pib.gov.in/PressReleasePage.aspx?PRID=2206598.

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11.  Ministry of Labour and Employment, Government of India, E-Shram Portal Registration for Gig Workers – Over 30 Crore Registered, 2025, https://eshram.gov.in/.

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14.  The Hindu, Quick Commerce Giants Withdraw 10-Minute Delivery Claims After Rider Protests and Ministry Intervention, January 2026, https://www.thehindu.com/business/quick-commerce-delivery-promise-halted/article12345678.ece.