The government move to ask major delivery platforms to drop the 10-minute delivery mandate has prompted quick commerce players to rethink one of the sector’s most aggressive promises. Delivery firms that built their models around ultra-fast fulfilment are now evaluating how to balance speed, safety, cost and worker welfare without the pressure of an across-the-board 10-minute target.
What changed
Labour Minister Mansukh Mandaviya directed large delivery aggregators to remove the quick-delivery mandate, citing concerns that such stringent targets can put excessive pressure on delivery partners. The instruction encourages platforms to revisit delivery timelines and operational rules that directly affect on-ground staff and safety standards.
Why the mandate mattered—and why it’s under scrutiny
- Customer expectations: The 10-minute promise helped quick commerce firms stand out and win customer loyalty by offering near-instant gratification.
- Operational strain: Meeting such tight windows requires dense networks of micro-fulfilment centres, strict routing algorithms and fast rider turnaround—often at high cost.
- Worker safety and welfare: Delivery timelines have been linked to faster rides, longer hours and amplified stress for delivery partners, which raised regulatory and ethical concerns.
- Road safety and public order: Extremely tight targets can incentivise risky behaviour on roads, increasing the potential for accidents and public complaints.
How quick commerce companies may respond
Firms are likely to consider a mix of operational and commercial responses. Options they may pursue include:
- Longer delivery windows: Moving from a uniform 10-minute promise to more realistic ranges such as 15–30 minutes, or offering multiple tiers (standard vs. priority).
- Pricing adjustments: Introducing explicit fees for faster delivery or reworking subscription plans to reflect different speed tiers.
- Inventory and store strategy: Consolidating some dark stores or optimizing stock placement to balance reach and cost efficiency.
- Technology and routing changes: Using smarter batching, dynamic ETAs and route optimisations that prioritise rider safety and efficiency over absolute speed.
- Engagement with regulators and workers: Negotiating labour guidelines, clearer contracts and safer operating practices for delivery partners.
Impact on customers
Consumers may notice subtle but meaningful changes:
- Delivery estimates could become slightly longer but more reliable, reducing the frustration of late orders.
- Faster delivery could become an add-on service rather than a default, potentially increasing costs for those wanting immediate fulfilment.
- Improvements in rider safety and fewer risky deliveries could enhance overall service quality and trust over time.
Impact on delivery workers and operations
Removing a strict 10-minute directive can relieve pressure on delivery partners. Expected operational changes include:
- More reasonable schedules and lower incentive to rush on roads.
- Cleaner work guidelines and a stronger case for benefits or protections in conversations with platforms and policymakers.
- Potential workforce reallocation as demand patterns shift—some areas may see fewer micro-fulfilment sites while others get reinforced to meet local demand.
Wider implications for the quick commerce sector
The sector has long prioritized growth and market share, often using speed as a key differentiator. A recalibration away from a universal 10-minute promise could:
- Force companies to compete on reliability, selection and price rather than absolute speed alone.
- Change marketing narratives—platforms may highlight safety, sustainability and predictability as selling points.
- Open room for experimentation with hybrid models, such as instant essentials paired with same-hour or scheduled delivery for larger orders.
What to expect next
Companies will likely conduct internal reviews and brief stakeholders on revised delivery policies in the short term. Consumers may see phased changes over weeks to months as platforms test new delivery windows, fee structures and store footprints. Meanwhile, regulators and industry bodies may work on clearer guidelines that balance service standards with worker safety and public interest.
In short, the directive nudges the quick commerce industry toward a more measured approach where speed remains important, but not at the expense of safety, cost sustainability and labour welfare. The coming weeks should reveal how firms adapt their operations and how consumers respond to a slightly slower—but potentially safer and more reliable—delivery landscape.