15 January 2026: The Indian government has asked food delivery and quick-commerce companies to stop advertising and promising “10-minute deliveries,” citing concerns over public safety, rider welfare, and misleading consumer expectations. The move signals growing regulatory scrutiny of the fast-expanding quick-commerce sector, which has transformed urban shopping habits but also raised serious ethical and safety questions.
Over the past few years, ultra-fast delivery has become a key selling point for several online platforms. Companies delivering groceries, meals, medicines, and daily essentials have aggressively marketed speed as their biggest advantage, often using slogans that promise delivery within 10 minutes or less. While this strategy has helped them attract customers and investors, authorities now believe it may be encouraging unsafe practices on the ground.
Safety Concerns Take Center Stage
At the heart of the government’s concern is the safety of delivery workers and the general public. Officials have pointed out that unrealistic delivery timelines may pressure riders to speed, break traffic rules, or take dangerous shortcuts in order to meet targets.
Road safety experts have long warned that gig economy workers are among the most vulnerable road users in Indian cities. Many delivery riders operate under intense time pressure, navigating congested traffic, poor road infrastructure, and unpredictable conditions. The added burden of meeting ultra-fast delivery promises only increases the risk of accidents.
Authorities believe that while companies may claim they do not explicitly instruct riders to break rules, the culture created by aggressive time-based targets indirectly pushes workers toward risky behavior.
Protecting Gig Workers’ Rights
The directive is also seen as a step toward protecting gig workers, who form the backbone of India’s delivery economy. These workers often lack formal employment protections, health insurance, or adequate social security, making them particularly vulnerable when accidents occur.
Labour advocates argue that marketing campaigns focused on speed ignore the human cost behind the service. Many delivery riders are young individuals supporting families, working long hours for modest earnings. When platforms promote 10-minute delivery as a standard, the burden of fulfilling that promise ultimately falls on these workers.
By discouraging such claims, the government aims to reduce performance pressure and promote more realistic delivery expectations that prioritize safety and dignity over speed.
Misleading Advertising and Consumer Trust
Another key concern is the potential for misleading advertising. Consumer protection authorities have questioned whether consistently promising 10-minute delivery creates unrealistic expectations and whether such claims are always achievable under real-world conditions.
In many cases, delivery times depend on multiple factors, including traffic, weather, order volume, and distance. Promoting a fixed ultra-fast time frame can be seen as exaggeration, especially when delays are common during peak hours.
Regulators believe that consumers should be given transparent and honest information rather than marketing slogans designed to create urgency and impulse buying behavior.
Impact on the Quick-Commerce Industry
India’s quick-commerce sector has grown rapidly, with urban consumers increasingly relying on apps for instant groceries, meals, and household items. Speed has been the core differentiator among competing platforms, driving heavy investments in dark stores, micro-warehouses, and sophisticated logistics systems.
The government’s intervention does not ban fast delivery itself but specifically targets the public promise of unrealistic timeframes. Companies can still strive to deliver efficiently, but they are expected to avoid marketing that encourages extreme urgency.
Industry insiders believe this could lead to a shift in how companies position themselves. Instead of focusing solely on speed, platforms may begin emphasizing reliability, product quality, customer service, and ethical operations.
Companies May Need to Rethink Strategy
For delivery platforms, the directive could mean reworking advertising campaigns, app interfaces, and customer communication. Timers counting down from 10 minutes, push notifications emphasizing urgency, and promotional slogans centered on speed may need to be redesigned.
Some companies may use this moment to present themselves as more responsible brands, highlighting their commitment to rider safety and sustainable operations. Others may focus on optimizing logistics so that fast delivery remains possible without explicitly marketing extreme time guarantees.
Market analysts suggest that consumer behavior may also evolve. While speed remains important, many customers are increasingly sensitive to ethical concerns, including how gig workers are treated. A shift toward more balanced messaging could strengthen long-term trust.
Broader Debate on Gig Economy Regulation
This development is part of a larger conversation about how India should regulate the gig economy. From ride-hailing services to food delivery platforms, digital businesses have outpaced traditional regulatory frameworks, creating grey areas around worker rights, safety, and corporate accountability.
The government’s stance on delivery promises reflects a growing willingness to intervene when business practices conflict with public interest. Experts believe more guidelines could follow, potentially covering working hours, insurance coverage, algorithmic transparency, and minimum pay standards for gig workers.
Such measures could reshape the sector, pushing companies to prioritize sustainable growth rather than purely aggressive expansion.
Public Reaction Mixed but Largely Supportive
Public response to the directive has been mixed but largely supportive. Many consumers acknowledge that while fast delivery is convenient, it should not come at the cost of human lives. Social media discussions have highlighted numerous incidents where delivery riders have been injured or killed in accidents while rushing to meet deadlines.
At the same time, some users worry that delivery services may become slower or more expensive. Industry experts argue, however, that realistic timelines could actually improve service quality by reducing cancellations, errors, and stress on delivery networks.
Conclusion
India’s decision to ask delivery companies to stop promising 10-minute service marks an important shift in how digital businesses are being regulated. It reflects a growing recognition that innovation must be balanced with responsibility.
As the quick-commerce sector matures, companies may be forced to rethink their priorities — moving away from speed-at-all-costs toward safer, fairer, and more transparent operations. For consumers, workers, and businesses alike, this could lead to a healthier ecosystem where convenience does not come at the expense of safety and dignity.
Summary
India has asked delivery platforms to stop advertising 10-minute delivery promises, citing concerns over rider safety, misleading marketing, and unrealistic expectations, signaling tighter oversight of the fast-growing quick-commerce sector.