Post by : Meena Ariff

The government has taken a firm stance against the growing trend of ultra-fast delivery promises made by e-commerce platforms. In a recent meeting with the Union Labour Minister, top executives of several major delivery companies were urged to remove claims of delivering products within 10 minutes. This move aims to prioritize the safety and well-being of delivery partners, who have been under increasing pressure to meet these tight deadlines.

One of the leading platforms has already revised its marketing strategy, changing its tagline from “10,000+ products delivered in 10 minutes” to a safer and more reliable message highlighting “30,000+ products delivered at your doorstep.” This change reflects a shift away from unrealistic timeframes toward a focus on dependable service and customer satisfaction.

The promise of 10-minute deliveries sparked widespread concern among the public and labour groups. Many argued that such demanding targets compromise the safety of delivery workers, pushing them to take risks on the road and work under stressful conditions. Delivery partners often face harsh penalties if they fail to meet these aggressive deadlines, which has raised questions about the ethical responsibilities of these platforms.

Adding to the pressure, gig workers’ unions recently held protests demanding better wages, social security benefits, and the removal of arbitrary time-based delivery targets. They issued a warning that a nationwide strike could be launched if their concerns were not addressed promptly. The unions highlighted that delivery workers, many of whom work on a gig basis without formal employment protections, are vulnerable and deserve fair treatment.

In response to the protests and growing labour concerns, several companies increased incentives for delivery partners, aiming to alleviate some of the workload pressure. However, the issue of safe working conditions and fair pay remains a critical challenge.

The government is also taking steps to provide long-term solutions. The new labour codes, which are expected to be fully implemented soon, include provisions to extend social security benefits, minimum wages, occupational safety measures, and better working conditions to gig and platform workers. These codes aim to recognize gig workers as an essential part of the workforce and provide them with protections similar to traditional employees.

This regulatory push reflects a broader commitment to ensuring that the rapid growth of e-commerce does not come at the cost of worker safety and rights. By addressing these concerns, the government hopes to create a more balanced ecosystem where customer convenience and worker welfare go hand in hand.

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