India Asks E-Commerce Apps to Stop ‘10-Minute’ Delivery Service
The Indian government has directed quick-commerce and e-commerce platforms to discontinue “10-minute delivery” claims, citing concerns over delivery partner safety and work pressure.
The Indian government has asked leading e-commerce and quick-commerce platforms to stop advertising and promoting “10-minute delivery” services, following concerns that such promises place excessive pressure on delivery personnel. The directive was discussed during meetings between government officials and major platforms, including Blinkit, Swiggy Instamart, Zepto, and others.
Authorities highlighted that strict delivery timelines could encourage unsafe driving practices and negatively impact the health and working conditions of gig workers. The focus, officials said, is on ensuring worker safety, fair working environments, and responsible business practices in the rapidly growing quick-commerce sector.
Following the government’s intervention, several companies have begun removing or modifying “10-minute delivery” claims from their apps and marketing materials, opting instead for more flexible delivery timelines. While fast deliveries are expected to continue, the emphasis will shift away from aggressive time-bound guarantees.
The move reflects India’s broader effort to regulate the gig economy and strike a balance between consumer convenience, business growth, and the welfare of millions of delivery workers across the country.
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