Labor Minister asks instant commerce companies to stop 10-minute delivery

Union Labor Minister Mansukh Mandaviya has held several meetings with quick-commerce companies last month and urged them to stop marketing and branding of 10-minute delivery services to “protect the rights of gig workers”, sources told CNBC-TV18.

According to sources, Mandaviya met major platforms including Blinkit, Zepto, Zomato and Swiggy to address concerns related to delivery timelines.

The Labor Minister “called upon” companies to stop branding ultra-fast delivery promises in an effort to ensure more safety, security and better working conditions for gig workers.

Sources said major delivery aggregators have agreed to remove the 10-minute delivery branding and marketing. It is expected that other aggregators will also follow suit in the coming days. Comments from quick-commerce companies are awaited.

The move comes amid growing scrutiny of India’s booming quick-commerce sector after nationwide flash strikes raised questions about the sustainability of the 10-minute delivery model.

According to a Bloomberg report, more than 2 lakh delivery riders refused to deliver food, groceries and other orders across India on New Year’s Eve, demanding better pay, safety and respect, and an end to ultra-fast delivery timelines.

The strike intensified debate over the human cost of ultra-fast delivery. Critics argue that delivery deadlines could encourage risky behavior on congested roads, while companies say riders are not formally scheduled.

The issue has also heightened investor concerns over discussions on extension of social security coverage to gig workers under the new labor code.

India’s gig workforce is projected to reach 23.5 million by 2030, nearly three times the size of a decade ago, adding urgency to policy discussions about worker protections in the sector.