Full Breakdown
India Scraps 10-Minute Delivery Amid Worker Safety Concerns
1/28/2026, 1:15:22 PM
Government Intervention and Worker Strikes
In early January 2026, the Indian government intervened in the quick commerce sector, instructing companies to cease their promotion of 10-minute grocery deliveries. This decision followed a nationwide strike on December 31, 2025, led by over 200,000 delivery workers from platforms such as Swiggy, Zomato, Blinkit, and Zepto. The strike aimed to highlight unsafe working conditions and demand better labor rights and social security for gig workers. Labor Minister Mansukh Mandaviya summoned delivery platform owners to discuss the issue, leading to the discontinuation of the contentious 10-minute delivery branding.
The Reality of Quick Commerce
Despite the government's directive, the operational pressures on delivery workers remain largely unchanged. Companies like Swiggy and Zomato have replaced the explicit promise of 10-minute deliveries with other marketing strategies, yet the expectation for rapid service persists. Workers continue to face dangerous conditions, including navigating chaotic traffic and extreme weather, often leading to fatal accidents. The gig economy in India, valued at $11.5 billion, has seen a significant rise in the number of workers, projected to grow from 7.7 million in 2021 to 23.5 million by 2030.
Worker Perspectives and Criticism
Delivery riders express skepticism about the effectiveness of the government's intervention. Many report that they are still expected to deliver within 10 minutes, with the onus of speed resting on them. Pankaj Kumar, a delivery rider, noted, “If we want to earn money on these platforms, we need to ride faster.” Critics argue that the quick commerce model prioritizes speed over worker welfare, with companies maintaining a structure that incentivizes dangerous riding practices. Vandana Vasudevan, an author and expert on gig work, stated, “The architecture of a faster delivery is not a wrong thing in itself, but a tight deadline is an architectural imposition on the riders.”
Corporate Responses and Ongoing Challenges
Corporate leaders have reacted defensively to the strike and government intervention. Deepinder Goyal, CEO of Eternal (Zomato's parent company), labeled striking workers as “miscreants” and insisted that the 10-minute model was not reliant on unsafe practices but rather on efficient logistics. However, delivery workers report that they still face arbitrary deactivation of their accounts based on performance metrics, leaving them vulnerable to sudden job loss without recourse.
Future Implications
While the Indian government is considering new labor laws to formally recognize gig workers and provide social security benefits, these plans remain largely theoretical. Workers continue to advocate for their rights through collective action, emphasizing the need for transparency in company algorithms and protections against arbitrary dismissals. As the gig economy expands, the balance between rapid service and worker safety remains a critical issue that requires ongoing attention from both the government and corporate entities.
Verbatim Quotes
- “We deliver groceries to doorsteps, keeping our lives on [the] line every single time,” — Himanshu Pal, Delivery Rider
- “The 10-minute problem comes with customer expectations; once you do away with the promise, the act of speed becomes at least voluntary,” — Vandana Vasudevan, Author
- “If we lose a streak – of say hours in a day, days in a week – then we lose incentives,” — Pankaj Kumar, Delivery Rider
- “Welcoming the government’s intervention, Salauddin said, “Our collective voice reached the CEOs and the government; it is a win for those unionising.” — Shaik Salauddin, National General Secretary, IFAT
The situation in India's quick commerce sector underscores the urgent need for reforms that prioritize worker safety and fair labor practices while balancing consumer demand for rapid delivery services.
