India asks quick-commerce firms to drop '10-minute delivery' pledge over safety
“India has asked quick-commerce platforms to remove “10-minute delivery” claims amid worker safety concerns.”
Key points
- India has asked quick-commerce platforms to remove “10-minute delivery” claims amid worker safety concerns.
- The move follows labour ministry talks and recent strikes by delivery riders over dangerous conditions.
India’s government has urged e-commerce and quick-commerce platforms to stop advertising “10-minute delivery” commitments, citing concerns that such promises can endanger delivery workers, Geo.tv reported.
Referencing BBC reporting, the article said the push follows discussions between the federal labour ministry and company representatives, held after delivery riders staged a nationwide strike highlighting risky working conditions.
The debate centres on major quick-commerce brands that offer rapid delivery of groceries and everyday products in urban areas. While the model has gained popularity with consumers, the government’s concern is that time-based guarantees can amplify pressure on gig workers and increase the likelihood of unsafe behaviour on the road.
The report noted that delivery workers have recently demanded improved pay, dignity at work and stronger safety protections—issues now feeding into wider scrutiny of ultra-fast delivery marketing in India.
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