INTRODUCTION
In today’s world, quick commerce platforms focus on urban consumer convenience, where customers are provided with almost all the products, whether necessities or luxuries, at their doorstep without the need to take any extra effort. Q-commerce hires gig workers on part-time, full-time, or even night shifts, where they are required to deliver products ordered by customers, for which they are paid after every delivery. These workers are put in a situation where they are expected to fulfill the unrealistic expectation of delivery within 10 minutes. “It’s always a race against time.”[1]. This blog examines whether delivery within 10 minutes is truly necessary and if it offers convenience or creates challenges.
PLATFORMS
In the modern world, speed is no longer regarded as a luxury but rather as a fundamental requirement. It is this mindset of the consumers that helps the rapid rise of 10-minute delivery.
The leading applications that provide 10-minute delivery are Blinkit, Zepto, Zomato, Swiggy, Instamart, Dunzo, Delivery Hero, etc. They promise to provide services like delivering groceries, essentials, food, pharmaceuticals, etc., within a time limit of 10 minutes.[2]
CONVENIENCE AND BENEFIT
Customers benefit from this because their needs are met quickly, which removes the need for them to wait. This offers great convenience. It makes the shopping experience smooth and reliable. On the other hand, these platforms focus on hiring gig workers and people with fewer skills. They require flexible working hours and have low entry requirements, which is also helpful for the delivery agents.
IMPACT ON DELIVERY PERSONNEL
Timely delivery on these poorly maintained roads presents a major difficulty.[3] Delivery personnel face numerous obstacles while trying to meet these unreasonable demands placed upon them.
Some of these challenges include:
- Elevated safety hazards and risk of road accidents: Due to the pressure to meet tight delivery deadlines, delivery agents often face the threat of traffic accidents. Frequently, they disregard traffic signals and drive against traffic, solely focused on timely deliveries, unaware that they are putting their lives at risk. “At the traffic signals, delivery partners are often worried that any delays might result in lower ratings, loss of incentives, or even the chance of their account getting suspended. To deliver within ten minutes, he speeds, runs red lights, and puts his safety at risk”.[4]
- Physical and emotional pressure: The delivery agents often face both bodily and psychological stress. There is a constant mental pressure due to urgency, which leads to stress and anxiety, and sometimes even leads to serious mental health issues. Due to their long working hours without regular breaks, they are exposed to problems like back pain, gastric problems, etc.
- Unrealistic deadlines: Although quick commerce companies do not officially penalize late delivery, agents often focus on meeting unrealistic targets because they fear losing incentives or getting bad customer evaluations.
- Customer mistreatment: Sometimes, when deliveries are delayed by a few minutes, customers may scold the agents for not meeting the scheduled time. MP Raghav Chadha observed that if an order is late by 5 to 7 minutes, customers frequently contact the delivery staff to complain. They may threaten to file a complaint and later leave them a one-star rating.[5]
HOW IS QUICK DELIVERY MADE POSSIBLE
- Dark Stores: These are local warehouses that are not open to the public and are meant solely for delivery purposes. They make sure that high-demand items are always available. Because of these stores, when an order is placed, the delivery agent can quickly pick up the order from the nearest dark store and deliver it on time.
- Mother Warehouses: This can be seen as the basis of dark stores. They are usually large buildings that store a significant amount of products. These products are then distributed to the dark stores. Fresh items are restocked in the main warehouse every other day.[6]
- Order Processing System: The companies use algorithms to forecast demand in particular regions and keep those products in dark stores designated for those areas. When an order is prepared for delivery, the nearest delivery agent is notified and assigned to carry out the delivery.
- Localized Delivery Services: When the products are ready for delivery, Q Commerce notifies the delivery agents. These agents use fast transportation options that can easily get through traffic, such as bikes, scooters, and bicycles. This factor plays a major role in the quick delivery process.
REGULATORY LOOPHOLES
- Minimum Wages Act, 1948: This act mandates a minimum salary for every worker. However, quick commerce platforms classify the delivery agents as partners and contractors rather than employees. They usually pay per delivery, which often results in a much lower pay than the minimum wage.[7]
- Environmental Laws: Every delivery service employs more than 100,000 delivery partners daily. These partners accept numerous orders each day, leading to increased fuel usage and higher levels of pollution. This situation raises significant environmental issues.[8]
- Motor Vehicles Act, 1988: Certain delivery partners operate electric vehicles without number plates. This allows them to evade traffic signals and ignore speed limits, putting their lives and the lives of others at risk.
- FSSAI: The Food Safety and Standards Authority of India (FSSAI) issued an advisory in December 2024. It states that items sold through online platforms must have a remaining shelf life of at least 30% or a minimum of 45 days before their expiration date at the time of delivery. However, this regulation is mostly ineffective in practice. Consumers cannot check compliance because the platforms do not show expiry details on their apps.[9]
UPCOMING SOLUTIONS
NRAI is getting ready to challenge the fast delivery practices set by these platforms. The National Restaurant Association of India plans to work with the Competition Commission of India (CCI) to tackle the issues created by the 10-minute delivery model and explore possible solutions. The association is also looking to collaborate with the Open Network for Digital Commerce (ONDC). Discussions are happening about improving the visibility of restaurants on apps supported by ONDC.[10]
The Central Consumer Protection Authority (CCPA) has asked quick commerce companies to submit proof of the actual delivery times. This is to verify whether deliveries are genuinely completed in 10 minutes, and if not, they will need to revise their advertisements regarding this timeframe and extend the delivery period.[11]
When determining delivery time frames, it would be wise to take into account traffic conditions, signal waiting times, the state of the roads, and the speed limits. In reality, considering all these factors, delivering within 10 minutes is nearly unfeasible.
CONCLUSION
While getting essentials in just minutes is very convenient for everyone, we should also think about the people working hard to make this happen. We need to ask if deliveries really need to happen in 10 minutes or if allowing an extra 5 to 10 minutes would be reasonable. It’s fair to want convenience, but not at the cost of others’ well-being. “I want to tell you that these people are not robots. They are also someone’s father, husband, brother, or son. The House should think about them. And the cruelty of this 10-minute delivery should end,”[12] Said MP Raghav Chadha during the parliamentary zero hour. He used the word “cruelty” to point out the dangers that gig workers face when trying to complete orders in such a short time. This issue needs serious attention, as every worker deserves safe and reasonable working hours.
Author(s) Name: Catherine A (Kristu Jayanti College of Law)
References:
[1]Chetan BC, “The Hidden Costs of 10-Minute Deliveries” (The Hindu, November 28, 2025) < https://www.thehindu.com/news/national/karnataka/the-hidden-costs-of-10-minute-deliveries/article70323674.ece >accessed 15 Dec, 2025.
[2] Goteso, “Top 10-Minute Delivery Apps Disrupting the Market” (Goteso, August 11, 2025) < https://www.goteso.com/blog/10-minute-delivery-apps/ >accessed 15 Dec, 2025.
[3] Bloomberg, “Disruptive 10-Minute Deliveries Spread to India’s Food Business” The Economic Times (December 20, 2024) < https://economictimes.indiatimes.com/industry/cons-products/food/disruptive-10-minute-deliveries-spread-to-indias-food-business/articleshow/116487141.cms?from=mdr >accessed 15 Dec, 2025.
[4] Statesman news service, “Raghav Chadha Demands Ban on 10-Min Delivery, Cites Inhumane Working Conditions” The Statesman (December 5, 2025) < https://www.thestatesman.com/india/raghav-chadha-demands-ban-on-10-min-delivery-cites-inhumane-working-conditions-1503522050.html >accessed 16 Dec, 2025.
[5] Ibid.
[6] Lavanya Maheshwari, “All Your Needs Delivered in 10 Minutes? How?!” (Lavanya’s Substack, September 28, 2024) < https://lavanyamaheshwari.substack.com/p/all-your-needs-delivered-in-10-minutes?utm_campaign=post&utm_medium=web >accessed 16 Dec, 2025.
[7] “Laws in India for GIG or Temporary Workers” indialawoffices.com <https://www.indialawoffices.com/legal-articles/india-laws-and-gig-workers#:~:text=All%20these%20employees%20are%20ensured,The%20Code%20On%20Wages%2C%202019>accessed 16 Dec, 2025.
[8] Sonalimukhia, “Instant Deliveries, Delayed Laws: The Regulatory Gaps in Quick Commerce” (Vintage Legal, May 12, 2025) < https://www.vintagelegalvl.com/post/instant-deliveries-delayed-laws-the-regulatory-gaps-in-quick-commerce >accessed 16 Dec, 2025.
[9] Anees Hussian, “The ‘Dark’ Truth behind q-Comm’s 10-Minute Delivery Promise” Financial Express (July 2, 2025) < https://www.financialexpress.com/business/industry-the-dark-truth-behind-q-comms-10-minute-delivery-promise-3900958/ >accessed 17 Dec, 2025.
[10] Vasudha Mukherjee , “NRAI Plans Legal Action against Zomato, Swiggy over 10-Min Delivery Apps” Business Standard (January 22, 2022) < https://www.business-standard.com/companies/news/nrai-challenges-blinkit-swiggy-10-minute-delivery-court-restaurant-2025-125012200534_1.html >accessed 17 Dec, 2025.
[11] Sagar Agrawal, “India’s 10-Minute Commerce Boom & Its Legal Tangle” (IndiaLaw LLP, June 12, 2025) < https://www.indialaw.in/blog/consumer/indias-10-minute-commerce-boom-its-legal-tangle/ >accessed 17 Dec, 2025.
[12] Disha Banerjee,, “Raghav Chadha Calls For Ban On 10-Minute Deliveries, Triggers Debate On Gig Workers Vs Convenience” Storypick (December 8, 2025) < https://storypick.com/raghav-chadha-10-minute-deliveries/ >accessed 18 Dec, 2025.
