The government has finally pulled the plug on branding around 10-minute delivery but does anything change?
Union Ministry of Labour and Employment has urged companies to drop the aggressive delivery promise. Quick commerce companies can still deliver fast but they can no longer sell urgency as a promise.
On paper, this may look like a small regulatory tweak. In reality, it exposes a much darker story behind the convenience we’ve all grown used to.
𝗪𝗵𝗮𝘁 𝘁𝗿𝗶𝗴𝗴𝗲𝗿𝗲𝗱 𝘁𝗵𝗲 𝗴𝗼𝘃𝗲𝗿𝗻𝗺𝗲𝗻𝘁’𝘀 𝗺𝗼𝘃𝗲?
The official reasons are clear:
- Unsafe driving conditions
- Excessive pressure on gig workers
- Poor and uncertain labour conditions
But the urgency around this issue escalated after gig workers went on strike on December 31, one of the busiest days of the year.
𝗟𝗲𝗴𝗮𝗹 𝗿𝗲𝗰𝗼𝗴𝗻𝗶𝘁𝗶𝗼𝗻, 𝗯𝘂𝘁 𝗻𝗼 𝗿𝗲𝗮𝗹 𝗽𝗿𝗼𝘁𝗲𝗰𝘁𝗶𝗼𝗻
Here’s the contradiction no one talks about enough.
- Gig workers were given legal recognition under the Social Security Code, 2020
- Yet, companies are not legally obliged to provide medical, accident or insurance benefits
- In practice, most workers still receive no health cover or safety net.
They work like full-time employees but they are paid like a temporary labour
𝗧𝗵𝗲 𝗱𝗮𝗿𝗸 𝘀𝗶𝗱𝗲 𝗼𝗳 “𝟭𝟬 𝗺𝗶𝗻𝘂𝘁𝗲𝘀”
At the centre of this chaos is labour.
Gig workers are paid per order, not per hour
Earnings are controlled by opaque algorithms, not predictable wages
There is no certainty and income fluctuates daily
To meet a 10-minute promise, Workers are forced to ride at unsafe speeds
Traffic rules become optional, not intentional
The stress isn’t occasional, it’s constant
The pay, in most cases, simply does not justify the mental and physical pressure they face.
𝗪𝗵𝘆 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗺𝗮𝘁𝘁𝗲𝗿𝗲𝗱 𝘀𝗼 𝗺𝘂𝗰𝗵?
“10-minute delivery” wasn’t just marketing, it shaped behaviour
Customers expected urgency
Platforms pushed tighter timelines
The branding worked brilliantly for growth.
But it also created unrealistic expectations, where delay felt like failure and speed became survival.
𝗪𝗵𝗮𝘁 𝗰𝗵𝗮𝗻𝗴𝗲𝘀 𝗻𝗼𝘄?
- Companies cannot brand or promise 10-minute delivery
- Delivery can still be fast, just not marketed as extreme urgency
- Some pressure is eased from riders at the branding level
𝗪𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝗻𝗼𝘁 𝗰𝗵𝗮𝗻𝗴𝗲 𝘆𝗲𝘁?
- The gig model remains intact
- Pay is still algorithm-driven
- Job security is still uncertain
- Insurance and benefits are still largely optional
In a $7-billion gig economy employing 20 million workers, this is a step in the right direction but real progress will come only when the government backs recognition with enforceable protections for gig workers