New Delhi | January 13, 2026 | The Union government has ordered a significant policy reset in India’s rapidly expanding quick commerce sector, directing companies to do away with the much-publicised “10-minute delivery” promise. The move applies to major platforms operating in the segment and follows concerns over rising pressure on delivery partners, road safety risks and the broader welfare of gig workers.
According to official sources, the decision is not aimed at curbing competition in the sector but at making delivery timelines more realistic, safer and worker-friendly. Policymakers have flagged that aggressive time-bound promises, when promoted publicly, create intense mental and physical stress for delivery partners, increasing the likelihood of traffic violations and accidents.
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Shift Visible in Branding and Messaging
The impact of the government’s directive has begun to reflect in the branding and communication strategies of quick commerce platforms. Industry sources say several companies have already started removing references to “10 minutes” from their apps, advertisements and promotional material.
Instead of speed-centric claims, platforms are now highlighting product range, network reach and service reliability. The shift is being viewed as a transition to the next phase of the quick commerce model, where safety and sustainability are expected to carry equal weight alongside delivery speed.
Analysts note that while rapid fulfilment will continue to remain a key differentiator, companies will now be under pressure to ensure that such efficiency is not achieved at the cost of worker safety.
Gig Workers’ Concerns Raised in Parliament
The working conditions of gig and platform workers have been a recurring subject of debate in Parliament over recent months. Several lawmakers have raised concerns over minimum earnings, social security coverage and on-ground safety for delivery partners.
Critics of ultra-fast delivery models have argued that algorithm-driven timers and customer-facing countdowns translate into real-world pressure on riders, sometimes forcing them to take unsafe risks on the road. In response, the government has reiterated that digital innovation will not be allowed to progress at the expense of workers’ dignity and safety.
Role of the Social Security Code, 2020
The policy intervention is also closely linked to the implementation of the Social Security Code, 2020, which has recently come into force. For the first time, the code provides a formal definition of gig and platform workers and lays down a framework for extending social security benefits to them.
The provisions include life and accident insurance, health and maternity benefits, disability assistance and old-age protection. The code also envisages the creation of a dedicated social security fund and a national-level monitoring mechanism to oversee welfare schemes.
In addition, the e-Shram portal is being used to build a comprehensive database of unorganised and platform workers, aimed at improving enrolment and targeted delivery of benefits.
Clear Policy Signal for Companies
Industry experts see the government’s move as a clear signal to quick commerce companies that future competition cannot be driven solely by speed. Instead, business models will need to factor in worker safety, compliance and long-term sustainability.
This is expected to prompt a re-evaluation of logistics networks, dark store locations and delivery algorithms. Companies may also need to invest more in route planning, realistic delivery windows and rider support systems to align with the new regulatory expectations.
What It Means for the Gig Economy
Policy analysts believe the end of the 10-minute delivery race marks a phase of maturation for India’s gig economy. The shift reflects a growing recognition that technology-led convenience must be balanced with labour rights and safety standards.
By intervening at this stage, the government aims to ensure that innovation in digital commerce continues without undermining the well-being of millions of workers who power the sector.
Overall, the policy reset points towards a more balanced quick commerce model—one that seeks to align consumer convenience, business growth and worker welfare, rather than prioritising speed at any cost.
About the author — Suvedita Nath is a science student with a growing interest in cybercrime and digital safety. She writes on online activity, cyber threats, and technology-driven risks. Her work focuses on clarity, accuracy, and public awareness.
