New Delhi: The Union government has reportedly intervened in the controversial practice of ultra-fast delivery by India’s quick commerce and food delivery platforms, asking companies to stop advertising rigid “10-minute delivery” timelines. According to a report in the Hindustan Times, the so-called quick commerce companies “voluntarily” agreed to remove 10-minute delivery from their branding after a meeting with Union Labour Minister Mansukh Mandaviya this week.Blinkit, Zepto, Zomato and Swiggy were among those who participated in the discussion, the newspaper reported.On social media, AAP Member of Parliament Raghav Chadha welcomed the government’s move as a “big win” for gig workers and said hypercommerce was unrealistic and exploitative of workers.The government’s intervention follows a widespread outcry from gig workers, who have been insisting that unrealistic time expectations are discontinued. Safety concerns for delivery workers have mounted in recent years, as they are forced to rush from one delivery to next, usually on two-wheelers, in rough and dangerous traffic conditions and in all weather conditions.Delivery riders in Delhi struck work on December 31 against low pay, unsafe working conditions and tight delivery windows. Many workers link the “10-minute delivery” model in particular to loss of life and limb through traffic accidents, and to undue stress on the job.The Indian Federation of App-Based Transport Workers (IFAT) and the Telangana Gig and Platform Workers’ Union (TGPWU) have welcomed the labour ministry’s decision, calling it a “timely intervention”.“This is a significant and much-needed step in protecting the lives and dignity of gig and platform workers,” said Shaik Salauddin, founder president of TGPWU and national general secretary of IFAT.“The ten-minute delivery model forced delivery partners into dangerous road behaviour, extreme stress, and unsafe working conditions. We welcome and thank Union Labour Minister Shri Mansukh Mandaviya for listening to workers’ voices and intervening decisively in the interest of their safety,” he said.The unions reiterated the need for worker safety over profit-driven delivery timelines, and urged all platform companies to engage in dialogue with worker unions while formulating policies that directly impact workers’ lives.Also read: Decentralisation of Labour Reforms: Who Wants the National Codes?The firms have reportedly agreed to the minister’s request to stop branding hyper-quick deliveries, Hindustan Times reported. However, it would appear that the practice itself has not been banned, but just the advertising. According to a report published in MoneyControl, Mandaviya met officials from major delivery firms and urged them to remove delivery-time promises from their marketing and branding materials as well as social media.A few hours after the news reports, time-bound delivery options on the apps, such as “Near & Fast” along with a delivery timeline specifying “10-15 minutes” on Zomato and “13-minute” delivery on Blinkit were still available.Zomato Founder and CEO Deepinder Goyal defended ultra-fast or 10-minute deliveries in an X post, saying, “Most delivery partners work for a few hours and only a few days in a month. But if someone were to work for 10 hours/day, 26 days/month, this translates to ~₹26,500/month in gross earnings. After accounting for fuel and maintenance (~20%), the net earnings for the partner are ~₹21,000/month.”He also said, “In 2025, average earnings per hour (EPH), excluding tips, for a delivery partner on Zomato were ₹102. In 2024, this number was ₹92. That’s a ~10.9% year-on-year increase.”The official minimum wages notifed by Delhi government in 2025 are thrice the rate promised by the CEO of Zomato, implying that the workers are earning more by putting in triple the working hours.Labour laws bar workers from being exposed to risky conditions and require employers to take measures for their safety and protection while at work. The conditions under which gig workers operate in India is a significant regulatory lapse: while branded platforms have been built around ultra-fast deliveries, worker pay and conditions, and their social security and safety remain in the control of employers instead of statutory protection.In November, the Union government announced the social security code that includes provisions for gig workers, such as a Social Security Fund. State governments and the Union must contribute to this fund which will finance workers’ life insurance, disability cover, health and maternity benefits and provident fund schemes. Less than a month later, many gig workers participated in the nationwide strike on New Year’s Eve.Also read: How the Draft Wage Code Legalises ‘Theft’ of Employee TimeWhile the government’s Tuesday directive addresses promotional language, it does not explicitly stop rapid delivery. Plus, it does not appear to be a written order, but the result of a discussion between platforms and the minister.Several states, including Rajasthan, Karnataka and Jharkhand have enacted welfare laws for gig worker, while Telangana and others are considering frameworks for social security and grievance-redressal for delivery workers.“This intervention is a victory for all gig and platform workers, especially in the context of the nationwide flash strike and protests held from 25-31 December, which highlighted unsafe work practices imposed by platforms. TGPWU and IFAT will continue to demand fair, safe, and dignified working conditions for all platform workers across India,” Salauddin said.