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Indian lead express trading company The government has reportedly started removing “10-minute delivery” promises from apps and ads after concerns such promises jeopardized the safety of delivery workers.
The move comes after India’s labor ministry held closed-door discussions with executives from companies including Blinkit, Swiggy, Zepto and Flipkart. The talks, in turn, were sparked by last month’s nationwide strike by delivery drivers over unsafe working conditions and low wages.
Indian media, citing unnamed sources, said the ministry urged the companies to stop promoting Tight delivery deadlines may encourage risky behavior on the road. However, the government did not announce any penalties for violations.
Blinkit, owned by Eternal, has changed its public messaging from a slogan promising 10-minute delivery to one focused on the range of products available.
Swiggy and Zepto also dropped similar claims; WalmartFlipkart-owned Flipkart has removed fast delivery language from its grocery platform, Reuters reported.
Labor Minister Mansukh Mandaviya told executives the pledges compromised “workplace safety,” according to a person familiar with the matter. financial times.
Although the companies argued that the statements were primarily marketing tools, they agreed to remove them from ads and app displays.
“This is an important and much-needed step to protect lives and safety Dignity for gig and platform workers”, said Shaik Salauddin, National General Secretary, App-Based Transport Workers Federation of India.
He said the 10-minute delivery model resulted in “dangerous road behaviour, extreme stress and unsafe working conditions”.
IndiaNew York’s fast-moving commerce sector has grown rapidly in the wake of the coronavirus pandemic, with companies relying on small neighborhood warehouses, known as dark stores, to deliver groceries and household items in minutes. The industry is currently valued at approximately $11.5 billion and employs millions of workers.
As competition intensifies, companies promise faster delivery to attract customers, Concerned about the stress placed on riders.
Thousands of delivery workers went on strike last month to demand safer working conditions, fair wages and social security benefits.
“I participated in the nationwide strike. I have been humiliated by customers countless times because my delivery was delayed by five minutes. I even had a minor accident because I was stuck while driving and kept getting calls from customers,” a rider told New Delhi TV on condition of anonymity.
“I was so scared that they were going to complain. It’s a big deal that the government acknowledged our concerns, intervened, and brought relief to gig workers who remain invisible while serving the public.”
Rider Mobin Alam, 23, told the BBC missing the deadline could result in penalties or a reduction in orders.
“I have no choice. I have to work overtime to support my family,” he said, adding that despite working more than 12 hours a day, he earned just 20,000 rupees (£165) a month.
Experts say gig work is the main source of income for most delivery riders.
“For most workers, gig work is not a side hustle,”Please enter the one-time password! Online Buyers, Sellers and Gig Workers”explain. “This is their main source of income.”
She added that while riders are classified as independent contractors, “they rely heavily on the platform’s algorithms to make a living.”
The companies insist that fast delivery is driven by logistics planning, not pressure on workers.
Eternity CEO Deepinder Goyal defended the model in a social media post.
“When you place an order on Blinkit, it is picked and packed within 2.5 minutes. Riders then travel an average of less than 2 kilometers in about 8 minutes. The average speed is 15 kilometers per hour,” he wrote. “If I were outside the system, I would also believe that gig workers are being exploited, but that’s not the case.”
Although the brand is being taken off, fast delivery may continue. Reuters reports that app delivery times are still less than 10 minutes in some areas.
Elara Capital analyst Karan Taurani said the change was “optics driven, not a business change.”
“The proposition of fast commerce remains based on speed, convenience and proximity-led fulfillment, which remains structurally superior to horizontal e-commerce timelines,” Mr Taurani is reported to have said. hinduism.
Some delivery workers welcomed the move, saying it would reduce stress during traffic delays. Others are skeptical. An unidentified Blinkit rider told us india today: “The words may have changed, but the mission and expectations remain the same.”
independent Eternal, Zepto and Swiggy have been contacted for comment.
