Government Intervention Targets 10-Minute Delivery Guarantees to Protect Gig Workers
The Modi government has intervened to urge quick-commerce platforms to drop 10-minute delivery guarantees, marking a significant shift toward gig worker protection. With gig workers expected to grow from 7.7 million in 2020-21 to 23.5 million by 2029-30, this intervention addresses safety concerns and mental health issues caused by extreme delivery pressures. The move, supported by RSS-inspired organizations and backed by new labour codes, demonstrates collaborative stakeholder engagement while consumer surveys show minimal business impact from longer delivery times.
*this image is generated using AI for illustrative purposes only.
The Modi government's recent intervention urging quick-commerce platforms to abandon their "10-minute delivery" guarantees marks a pivotal moment in India's approach to gig economy regulation. This development signals a new framework for state engagement with the rapidly expanding sector, prioritizing worker welfare over algorithm-driven marketing pressures that have dominated the industry.
Industry Response and Stakeholder Support
The intervention has received strong backing from key RSS-inspired organizations. Both Swadeshi Jagaran Manch (SJM), which focuses on economic policy, and Bharatiya Mazdoor Sangh (BMS), India's largest trade union, have welcomed the government's stance. BMS has been particularly active in organizing gig workers over recent years and announced in June 2025 its specific focus on addressing gig worker issues and protecting their interests.
Gig Economy Scale and Growth Projections
The significance of this intervention becomes clear when examining the sector's scale. According to NITI Aayog's report "India's Booming Gig and Platform Economy" published in June 2022, the country had 7.7 million gig and platform workers in 2020-21, including women workers. This number is projected to grow substantially to 23.5 million by 2029-30, highlighting the urgent need for comprehensive worker protection frameworks.
| Metric | 2020-21 | 2029-30 (Projected) |
|---|---|---|
| Gig Workers | 7.7 million | 23.5 million |
| Growth Rate | - | Over 200% increase |
Comprehensive Labour Code Reforms
The 10-minute delivery intervention forms part of a broader policy framework. The Modi government has implemented four new labour codes, with BMS expressing support for these reforms. The Code on Social Security 2020 stands out as particularly beneficial for gig workers, providing clear definitions for both "gig workers" and "platform workers."
Key provisions of the new labour framework include:
- Mandatory appointment letters for every worker
- Compulsory registration of all establishments regardless of size
- Extended ESI coverage to establishments with 10 or more workers nationwide
- Social security extension to unorganized sector workers, inter-state migrants, home-based workers, domestic workers, and fixed-term employees
- Compensation for accidents during workplace commute
- ESI application to hazardous occupations with even single workers
Worker Safety and Mental Health Concerns
Research has documented serious concerns about delivery rider welfare under extreme time pressures. A 2025 study published in the International Journal of Engineering and Management Research titled "A Study of 10-Minute Delivery Apps in the e-Business Ecosystem" found that "Delivery riders are under constant time pressure, raising concerns about their mental and physical health."
The study further revealed that "The ten-minute delivery game has a dark impact on the lives of many, and employees often work under pressure to meet deadlines, which results in stress, injuries, physical exhaustion, and mental strain. As a result, the number of employees leaving their jobs prematurely is high."
Consumer Perspective and Business Impact
Consumer research suggests minimal business impact from abandoning ultra-fast delivery promises. A Forbes India survey examining consumer attitudes toward 10-minute deliveries revealed telling insights about actual demand versus perceived necessity.
| Survey Finding | Percentage |
|---|---|
| Consider 10-min delivery "nice to have, but not essential" | 58% |
| Would not change order frequency for 20-30 min delivery | 75% |
Environmental Sustainability Considerations
Beyond worker welfare, environmental concerns have emerged regarding quick-commerce sustainability. A 2024 study in the European Journal of Development Studies titled "Is Quick Delivery Related to Quick-Commerce Environmentally Sustainable?" highlighted the importance of "establishing a more sustainable quick-commerce environment by leveraging strategies that promote energy security, reduce environmental pollutants, and decrease fuel imports."
Collaborative Approach and Future Implications
The intervention demonstrates successful collaboration between government, private sector, and civil society in implementing worker welfare measures. This cooperative approach has fostered trust among stakeholders, creating a foundation for future policy development in the gig economy sector. The move represents a shift from purely market-driven operations toward balanced consideration of worker rights, consumer needs, and business sustainability in India's evolving digital economy landscape.
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