Indian Government Pushes Quick-Commerce Platforms to Halt 10-Minute Deliveries

India demands that rapid commerce companies abandon their 10-minute delivery claim. The demand was raised amid growing worries that the extremely tight deadlines are deteriorating the safety and working conditions for gig workers. According to various media reports, Federal Labour Minister Mansukh Mandaviya met with executives from major instant delivery companies, including Zepto, Swiggy's Instamart, and Eternal's Blinkit.

Mandaviya held the meeting to discuss ways to improve working conditions and safety for riders who deliver goods to customers in a matter of minutes. Blinkit, the leading rapid commerce company in India, has already eliminated the 10-minute delivery guarantee from the branding of its mobile application. It is anticipated that rivals will shortly follow.

Rapid Commerce is at its Peak in India

In terms of lightning-fast delivery, India has become a remarkable success. Global investors like SoftBank Group and Temasek have invested billions of dollars owing to surge in Qcomm business. However,  similar models in the US, Europe, and portions of Asia saw a massive decline. To carry everything from iPhones to shampoos to clients from modest warehouses or dark shopfronts, the industry depends on tens of thousands of gig workers.

The aspiring middle class in India has responded well to the aggressive delivery promise, although political circles and labour unions have also criticised it. Businesses argue that the concept is supported by the closeness of dark stores rather than speed pressure. Firms added further that gig workers are not contractually required to fulfil the 10-minute minimum or fined for delays. Although the new government mandate requires businesses to soften their messaging to consumers, it is unclear that day-to-day operations will change significantly anytime soon.

Responses from the Industry

Shaik Salauddin, general secretary of the Indian Federation of App-Based Transport Workers, praised the government's intervention and the platforms' subsequent decision, calling it a crucial and urgent step in preserving the lives and dignity of gig and platform workers. According to Salauddin, the 10-minute delivery model pushed delivery partners into hazardous driving practices, high levels of stress, and hazardous work environments.

The Federation extends its gratitude to Mandaviya for hearing the concerns of the workers and taking prompt action to ensure their safety. Last month, Aam Aadmi Party MP Raghav Chadha wrote on his X handle, "Satyamev Jayate," discussing the issues gig workers confront in Parliament. We've triumphed together.