The gig worker unions have welcomed the decision by quick commerce platforms to roll back the widely promoted “10-minute delivery” promise, saying the move acknowledges the unsafe pressure such branding places on delivery workers.
The Gig Workers Association said the ultra-fast delivery model forced riders to rush, take risks on the road, and work longer hours under constant pressure from app-based incentives, ratings, and order-allocation systems.
In a statement, the association said delivery workers often face increased workload without fair compensation. “Workers are frequently paid the same amount for multiple orders as for a single delivery. In one instance, a worker was paid just ₹19.30 for delivering two orders together,” it said, adding that such practices raise risk while offering no additional earnings.
The union said the rollback highlights the urgent need for a permanent institutional mechanism for dialogue between workers, platforms, and the government. Such a mechanism, it said, would help address concerns proactively, ensure worker safety and dignity, and prevent disputes from escalating.
The move follows intervention by the Union Ministry of Labour, which recently held discussions with quick commerce companies over concerns related to the welfare of delivery workers.
Blinkit, owned by Eternal, has already removed the “10-minute delivery” claim from its platforms. The company has changed its branding from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”. Other quick commerce players are expected to follow suit.
Reacting to the development, an activist said the branding created continuous and dangerous pressure on riders. “When ‘10 minutes’ is printed on a rider’s bag or uniform and a countdown timer runs on the customer’s screen, the pressure becomes real and relentless.”
he noted that such pressure leads to mental and physical stress, encourages risky driving, and endangers both delivery workers and other road users. In a post on X, he thanked the central government for stepping in, saying the move would improve the safety and dignity of gig workers.
The issue gained national attention after gig workers staged a nationwide strike on New Year’s Eve in 2025, highlighting concerns over health, safety, and income linked to ultra-fast delivery promises.
