Latest update on the quick‑commerce regulation and gig worker safety issue
What Happened: Government Intervention on 10‑Minute Delivery
The central government of India has stepped in. It has asked leading quick-commerce and delivery players—Blinkit, Zepto, Swiggy, and others—to stop touting or promising “10-minute delivery” timelines. This decision comes amid growing concerns for rider safety. Authorities are also worried about the unrealistic expectations associated with ultra-fast delivery models.
The initiative was led by Union Labour Minister Mansukh Mandaviya. He held https://www.ndtv.com/india-news/blinkit-stops-10-minute-deliveries-feature-in-relief-for-gig-workers-sources-10741276 discussions with senior officials at Blinkit, Zepto, Swiggy, and competitors such as Zomato. The meeting was an urgent call to remove rigid delivery-time commitments from their product offerings. The goal is to ensure better protection for delivery riders and gig workers.
Officials said fixed promises like “10-minute delivery” make riders take to unsafe behavior on roads and worsen working conditions. Some companies have already begun to shed such branding in response to the government’s intervention.
Why the Government Took Action
Worker Safety and Gig Economy Concerns
The underlying objective of the government’s actions is to ensure the safety of gig workers in the ultra-fast delivery industry. Moreover, the ever-increasing demand for fast delivery puts actual pressure on gig delivery partners, who sometimes take dangerous routes to meet impossible deadlines.
According to union leaders and policy-makers, when workers must meet extremely tight timelines—ten minutes, for instance—ride-share customers and pedestrians might find themselves in danger on busy street corners. Additionally, ratings systems, bonuses, and the threat of account deactivation leave gig workers worried about putting their next meal on the table, forcing them to take reckless risks on the streets
Long‑standing Labor Protests and Strikes
Protests by gig workers have been witnessed in India. Thousands of delivery partners went on strike at the end of 2025 and beginning of 2026. They work for companies such as Swiggy, Blinkit, Zepto, and others. They demanded better wages, a safe work environment, transparency regarding compensation, and an end to the ultra-fast delivery mandate.
Industry Impact and Response
Changes in Advertising and Delivery Promises
Blinkit has already removed the “10-minute delivery” promise from https://buzzook.com/we-were-fully-ready-to-launch-ground-ops-army-chiefs-op-sindoor-reveal/ the app and its advertisements, in line with the government’s directive. Rivals, such as Swiggy and Zepto, will likely revisit, scale back, or tweak similar promises and how they communicate them.
This, in turn, will change the way quick‑commerce brands position themselves in a world filled with differentiators where speed has long been a defining edge. Instead of continuing to insist on rigid time guarantees, companies may shift toward more flexible or averaged delivery timelines that better reflect real-world operations and put worker safety first.
Growing Regulatory Scrutiny
The regulatory community has been watching the quick delivery sector very closely regarding matters that go beyond that single step. In other developments, organizations like the Central Consumer Protection Authority have asked companies such as Blinkit, Swiggy Instamart, and Zepto to support their delivery time claims with median actual performance data. This move indicates that not everyone is satisfied with ultra-fast delivery promises. Consumers have sometimes reported discrepancies between promised delivery times and actual delivery, highlighting the need for transparency regarding delivery targets.
Why It Matters
This is an art of prudent balancing. “The government intends to boost innovation within India’s rapidly expanding instant delivery market, while ensuring that companies maintain fair labor practices and conditions.”. The instant delivery business has grown rapidly in India, offering convenience and speed beyond compare. However, this has been despite criticism, especially in terms of workers’ welfare and the impact on conventional stores.
The Centre is trying to relieve pressure on gig workers by advising companies to amend time-bound assertions as this will create a sustainable instant delivery solution, without limiting the industry from innovating and developing.
