Gig workers throughout India have achieved a significant triumph as the central government intervened to address the dangerous delivery timelines that were endangering delivery partners. Union Labour Minister Mansukh Mandaviya convened discussions with key officials from prominent quick-commerce and food delivery companies, such as Blinkit, Swiggy, Zomato, and Zepto, urging them to eliminate rigid “10-minute delivery” branding and time assurances from their services and advertisements.
This initiative emerged amidst growing worries over the safety and working conditions of gig workers, particularly delivery riders who claimed that stringent delivery deadlines compelled them to take hazardous risks on the streets. Workers, backed by unions and some legislators, organized nationwide protests and strikes late last year to draw attention to the physical dangers and economic pressures linked to the 10-minute guarantee.
In response to the government’s actions, Blinkit has already discarded the “10-minute delivery” claim from all its platforms and marketing efforts. The quick-commerce company stated that it will stop promoting ultra-fast delivery timelines and has adjusted its messaging accordingly. Reports suggest that other platforms are likely to follow suit in the upcoming days as part of their commitment to the ministry.
Company officials reassured the government that they will remove strict delivery timelines from branding as well as from advertisements and promotional content, indicating a major change in how rapid delivery services are advertised.
The minister’s involvement highlights a greater emphasis on the welfare, safety, and dignity of gig workers. Industry analysts believe this move could redefine standards in the rapidly growing quick-commerce sector, where speed has often been prioritized over worker health.
Legislators and worker advocates praised the development, stating that it represents progress toward reconciling customer convenience with the health and safety of delivery workers, potentially lowering road accidents and establishing fairer working conditions within the industry.
This transition also occurs as the labour ministry and regulators continue to assess broader safeguards for platform workers under India’s changing gig economy regulations, reinforcing the notion that rapid, technology-driven services should be in line with labor rights and safety guidelines.
