Why 10-Minute Delivery is Putting India’s Delivery Agents at Risk

Imagine walking down the street when suddenly a delivery agent on a bike weaves through traffic, cutting across lanes, trying to make a timely delivery. If you’ve ever experienced this, you know the reaction it evokes—surprise, frustration, maybe even fear. But have you ever paused to ask why this happens? Why do delivery agents, rushing through jams and traffic, take such risks? Most of us don’t. We just get angry, blame them, and move on.

As responsible citizens of this country, it’s essential to reflect on social patterns that affect all of us. One such issue is the 10-minute delivery culture propagated by food, grocery, and other on-demand service apps. From fast-food deliveries to milk reaching our homes early in the morning, this culture is shaping expectations—but often in a toxic, unsustainable way.

Who Are These Gig Workers?

The people behind these rapid deliveries are not traditional employees. They are gig workers, whose earnings are neither fixed nor predictable. Their income depends on the number of tasks or deliveries completed. The more they deliver, the more they earn. Unlike salaried employees, gig workers lack stable monthly income, social security benefits, insurance, or paid leave. Their work is contingent, unpredictable, and often physically exhausting.

For instance, an average delivery agent works 12–14 hours a day, navigating traffic, harsh weather, and unsafe roads—yet remains largely invisible to the system that relies on their labor. They support the economy with their relentless effort, but their well-being is rarely considered.

The Unrealistic Pressure of 10-Minute Deliveries

The 10-minute delivery culture creates unrealistic expectations for consumers. Apps use these promises as branding tools, but the result is immense pressure on delivery agents: if they are late, their ratings drop, their access to orders diminishes, and ultimately, their income suffers.

Consumers, meanwhile, often remain oblivious to these struggles. Complaints over slight delays, refusal to pay, or abusive behavior add to the stress. Behind every smile of a delivery worker is often fear, insecurity, and exhaustion, hidden from the eyes of those placing orders.

Government Steps and Social Security

Recognizing these challenges, the Indian government recently introduced labor courts and social security provisions for gig workers. Companies are now required to allocate 1–2% of their total revenue to social security for gig workers, capped at 5% of their total payments. While this is a significant step forward, it’s only the beginning. Real change requires responsible corporate practices and a cultural shift in expectations.

Why This Culture Needs to End

1. Unrealistic Speed: Delivery cannot realistically occur in 10 minutes. Logistics, traffic, and human limitations make such timelines unsafe and impossible.
2. Customer Harassment: Unrealistic expectations lead to verbal abuse and harassment of workers, lowering morale and creating unsafe working conditions.
3. Unsafe Work Environment: Delivery agents navigate dangerous streets, long hours, and extreme weather without proper safety gear or protection.

The Root Cause

The root lies in corporate capitalism and competitive branding. Companies push for ever-faster delivery to impress consumers, ignoring the human cost. This is not just an operational issue—it’s an ethical one. Workers are not robots; they are the invisible wheels of the Indian economy.

A Call for Change

To protect the dignity of labor and ensure safety, companies must set realistic delivery expectations. Consumers should cultivate empathy and recognize the efforts behind every delivery. Social security and worker protections must be non-negotiable, and unrealistic branding must be replaced with practical solutions.

In short, the 10-minute delivery culture is a symptom of a deeper structural issue—unrealistic consumer expectations, corporate pressure, and lack of worker protection. Addressing it requires collective awareness, policy enforcement, and ethical business practices.

Next time you receive a delivery, consider the effort behind it. A simple thank you or asking if the worker needs a break or water can go a long way. Respect, empathy, and realistic expectations can transform this culture—from one of exploitation and stress to one of fairness and dignity.

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