Blinkit, Zepto and several other quick commerce were being used by millions of Indians to order items at home. There is no doubt that some of these platforms have become very popular because of the added convenience. And, while all of them have been asked to drop their 10-minute delivery promise, users believe that it won’t make much difference in their overall experience.
Most people Digit spoke with welcomed the move citing safety concerns for the delivery partners. Almost all of them, despite their varied use of these platforms, are ready to wait for a few extra minutes as long as all safety protocols are followed.
Pune-based software engineer Siddhant Jain was a daily user of 10-minute delivery services, mainly for groceries and small household items. He said that these platforms had made his life very easy but also agrees with the decision.
“Quick delivery is helpful, but it should not risk the safety of delivery workers. Waiting a little longer for a safer and more practical system is a fair deal,” he told Digit.
Noida-based lawyer Shaili Gupta shared a more balanced perspective. Just like Siddhanth, she was using these services quite often for urgent grocery needs and last-minute wants, especially when going out was not an option.
“This initiative by platforms like Swiggy, Zepto, and Blinkit really helped me when I didn’t have time to go outside,” she said, while adding that the decision to remove quick deliveries can be a hit or miss. She pointed out that the decision can negatively affect working professionals and people dealing with emergencies as these ultra-fast deliveries became useful for them.
Nitu Jain, a 48-year-old Noida-based homemaker who relies on these platforms for daily kitchen items, also showed support.
“I will miss the speed,” she said, “but waiting 20 or 30 minutes is a small price to pay for the safety of the delivery boys.”
Shweta Kumar, a recently graduated media student, called the move “fair and balanced.” She said she uses these apps only when something is urgently needed, but believes the decision will have a positive impact in the long run.
Well, not everyone seems to be happy with the decision either. Bhumika Singh, a 19-year-old BBE student who orders essentials from some of these platforms almost everyday, shared her frustration over the decision.
“This feels like a step backwards. I’m quite disappointed as 10 minute delivery services were my go to option because of their convenience and speed. I relied on them heavily,” she said.
The decision comes after the Labour Minister held closed door conversations with these platforms and ordered them to withdraw their 10-minute delivery promises, citing serious concerns over the safety and well-being of delivery workers. The move comes amid growing reports of extreme pressure faced by delivery agents, who often operate under unsafe conditions to meet unrealistic deadlines.
The issue first escalated when a section of gig workers staged a strike on December 31, New Year’s Eve, protesting long working hours and mounting stress linked to fast delivery expectations.
Then, a video went viral earlier this month that showed a worker jumping off a moving train to complete an order, highlighting the dangers of ultra-fast delivery targets.
After discussions with Labour Minister Mansukh Mandaviya, platforms like Blinkit have already begun removing the 10-minute delivery claim from their apps and branding. Other companies are expected to follow soon.
Now, the real question is whether quick commerce platforms can still keep customers happy without extreme speed as their main advantage or not.