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India’s quick commerce sector is undergoing a noticeable shift as leading platforms have moved away from their much-publicised 10-minute delivery promise. The change comes after growing concerns about the physical strain, mental stress, and road safety risks faced by delivery partners working under extreme time pressure.
For years, ultra-fast delivery was marketed as the biggest advantage of quick commerce. Customers grew used to receiving groceries and daily essentials within minutes. However, behind this convenience was a demanding work environment where riders were often forced to rush through traffic, work long hours, and meet unrealistic deadlines.
Key Developments at a Glance
- Major quick commerce platforms have removed the 10-minute delivery promise across Indian cities
- Authorities raised concerns that strict timelines encouraged unsafe driving and risky behaviour
- Delivery partners reported high stress levels, exhaustion, and fear of penalties for delays
The decision followed interventions highlighting how relentless delivery targets were affecting worker health and safety. Officials pointed out that speed-based models often push gig workers to prioritise delivery time over personal well-being, sometimes leading to accidents and burnout.
Companies have now started shifting towards more flexible delivery timelines. This move aims to reduce urgency and allow riders to work under safer conditions without the constant pressure of racing against the clock.
Impact on Workers and Industry
- Labour advocates welcomed the decision, calling it a positive step for gig worker welfare
- Riders had long complained about low benefits, job insecurity, and unrealistic expectations
- Many workers said speed-based targets increased physical fatigue and accident risks
Industry experts believe this change reflects a broader transformation in the gig economy. The focus is slowly moving away from instant gratification toward more sustainable service models that respect worker safety.
What It Means for Customers
1 Customers may see slightly longer delivery times
2 The shift prioritises human safety over extreme speed
3 Platforms are rethinking how delivery timelines are communicated
While consumers may miss the thrill of ultra-fast deliveries, many observers believe this reset could build long-term trust between platforms, workers, and users. The move sends a clear message that convenience should not come at the cost of worker lives.
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