Think fast delivery has reached absurd levels in the U.S.? Give a thought to India, where the government has asked all quick-commerce platforms to drop a "10-minute delivery" promise. According to BBC News, the request came after a recent nationwide strike by delivery riders over dangerous working conditions, prompting discussions between the federal labor ministry and company officials. 

It is not yet clear whether all the relevant firms have fully complied, nor what the consequences of failing to do so might be, although some have removed the option from their online check-outs. 

Popular e-commerce brands such as Zomato, Blinkit and Zepto, have been allowing shoppers in urban areas to order groceries and a range of items — including electronics and household supplies — for delivery within minutes.

The BBC says that, while hugely popular with customers, the model has been criticized for putting pressure on gig workers, and exposing them to serious safety risks.

In December 2025, thousands of delivery workers went on strike, demanding fair wages, dignity and safer conditions. While the disruption to customers was limited, the protest sparked a fierce debate about the human cost of such a service in one of the world's fastest-growing digital economies.