India has allegedly instructed quick-commerce companies to discontinue their 10-minute delivery guarantee
India Urges Quick-Commerce Firms to Prioritize Gig Worker Safety
India's Ministry of Labor is urging leading quick-commerce companies to focus more on the health and safety of their gig workforce.
Labor and Employment Minister Mansukh Mandaviya recently held discussions with top executives from BlinkIt (owned by Zomato), Instamart (operated by Swiggy), and Zepto. During the meeting, he encouraged these companies to reconsider their promotional claims of ultra-fast, 10-minute deliveries and to explore strategies for enhancing the working environment and safety standards for their delivery staff, according to a Bloomberg report citing unnamed sources.
Rapid Growth of Instant Delivery in India
Although the instant delivery trend has struggled in other regions, it has seen explosive growth in India over the past few years. Urban consumers have become accustomed to receiving everything from groceries to electronics, such as PlayStation 5 consoles, within 10 to 15 minutes of ordering.
To meet this demand, companies like Zepto, BlinkIt, and Instamart have invested hundreds of millions of dollars in establishing "dark stores"—specialized warehouses strategically placed in neighborhoods to speed up deliveries. These firms have also significantly expanded their delivery teams as competition intensifies in India's thriving e-commerce sector.
Industry Response and Regulatory Changes
Following the labor ministry's intervention, BlinkIt has already eliminated its 10-minute delivery promise from its marketing materials, and Bloomberg reports that other companies are expected to make similar changes.
This development comes shortly after India officially recognized millions of gig and platform workers under new labor regulations. The updated laws define gig and platform workers and require companies such as food delivery and ride-hailing platforms to contribute between 1% and 2% of their annual revenue (with a maximum cap of 5% of payments to these workers) to a government-managed social security fund. Read more.
Representatives from Swiggy, BlinkIt, and Zepto have not yet responded to requests for comment.
Disclaimer: The content of this article solely reflects the author's opinion and does not represent the platform in any capacity. This article is not intended to serve as a reference for making investment decisions.
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