The government’s latest action on quick commerce safety forces major delivery platforms to rethink fast-delivery claims and protect workers from unsafe practices. The Central Government has taken action against quick commerce companies by expressing its displeasure about their advertising promises of “10-minute deliveries. Minister Mandaviya had meetings with representatives from companies such as Blinkit, Swiggy, Zomato, and Zepto after raising concerns over the unsafe delivery times offered by these quick commerce companies and how they must protect their workers. Blinkit acted right away by removing its claim from all platforms. Swiggy and Zepto are now following suit by removing their “10-minute” promise from advertisements and other marketing materials.
Mandaviya informed the executives of the platforms that the aggressive delivery timelines cause riders to act in dangerous ways. He asked that these commitments (to deliver in a set amount of time) be removed from their advertising, branding, and social media activities. Blinkit changed its marketing from “10,000+ items delivered in 10 minutes” to “30,000+ items delivered at your doorstep.” Other companies are now evaluating what would be necessary to make similar changes.
Gig Workers Push Back Against Unsafe Models
On December 31, 2025, gig workers took part in a national strike that forced the government to take action against the issue of gig workers being forced to travel at unsafe speeds, on lengthy routes, and under excessively stressful conditions to complete unrealistic tasks timeframes. The riders also raised several other issues including low pay rates and lack of protection. In addressing these concerns, Mandaviya invited all major platform companies to join him in discussions regarding safety issues surrounding their employees. According to reports by ANI, representatives of Blinkit, Zepto, Swiggy, and Zomato all attended the meeting and directly addressed safety issues during these discussions.
Public Pressure Intensifies Scrutiny on Quick-Commerce Safety Across India
India’s rapid growth of the quick-commerce sector is seen in the significant valuations these companies are receiving. For example, Swiggy is valued at approximately $11 billion, while Zomato is valued at close to $28 billion. Indian food delivery services have based their brands on the promise of ultra-fast delivery and have attracted massive amounts of capital to grow their businesses. However, gig workers have claimed that such promised delivery times put a significant amount of pressure on the working environment. In addition, public anger has grown over the risks associated with gig delivery workers, and in December 2025, AAP MP Raghav Chadha addressed the Indian Parliament regarding the “pain and suffering” experienced by gig economy workers. He called for stronger regulation, greater compensation, as well as comprehensive social security protection. He stated that the ultra-fast delivery service model is an unsafe working environment for gig delivery workers.
States Move Toward Stronger Protections as India Debates Quick-Commerce Safety
Currently, many countries are enacting additional protections for gig workers, including Rajasthan’s new gig worker law, adopted in 2023, which establishes a welfare board and social security fund; Karnataka and Jharkhand have also established their own similar laws; Telangana is currently evaluating its own potential legislation. With increasing pressures from government authorities, many platforms are now providing minimal benefits (i.e., accident cover, basic health insurance).
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