India Directs Quick Commerce Platforms to End 10-Minute Delivery Claims

In a significant move to prioritize the safety of delivery workers, India's Union Labour Minister Mansukh Mandaviya has directed major quick commerce platforms to eliminate claims of 10-minute delivery times from their branding and marketing. The intervention, announced this week, follows months of protests by gig workers who argued that such aggressive timelines encourage risky behavior on the roads. Blinkit, one of the leading platforms, has already revised its primary tagline from "10,000 products delivered in 10 minutes" to "30,000 products delivered at your doorstep," according to company statements.

The decision stems from growing concerns over the well-being of the estimated millions of gig workers in India's booming quick commerce sector. Platforms like Blinkit, Zepto, Swiggy, and Zomato have faced criticism for fixed delivery promises that, while appealing to customers, reportedly pressure riders to speed through traffic, heightening accident risks. In meetings held with senior officials from these companies, Mandaviya emphasized removing such time-bound commitments to safeguard workers, sources familiar with the discussions said. All four platforms assured the...