Home delivery of items ranging from electronic gadgets like iPhone 16 and accessories to breakfast staples like milk and eggs, noodles and chips to meals to satisfy midnight cravings in 10 minutes at the click of a button is no doubt convenient to consumers but raises questions on ethical business practices and workforce welfare. It also puts a big question mark on the survival of neighbourhood kirana and mom-and-pop shops that have faithfully served area communities for decades.

There are differing views on this kind of business practice and a national conference slated here later this month will deliberate on the “ugly face of quick commerce”.

BJP MP from Delhi’s Chandni Chowk and Confederation of All India Traders(CAIT) Secretary General Praveen Khandelwal lashed out at India’s booming ‘quick commerce’ industry, claiming that the model not only impacts small traders but also undermines human dignity of delivery partners. He called the system ‘inhumane’.

“The obsession with 10-minute delivery in the name of convenience is not just unnecessary - it’s inhumane. India does not need this model of quick commerce that prioritises speed over the mental and physical wellbeing of workers, he said. The trade-killing attitude of quick commerce and undermining of basic human values and dignity is highly deplorable, he added. 

The BJP MP claimed that delivery executives are often subjected to unrealistic targets and unsafe working conditions, as they risk their health and safety in pursuit of hyper-speed convenience.

According to market experts, the 10-minute deliveries have became the norm for everything - groceries, iPhones, party decorations, flowers, juicers, and even bedsheets.

Several such platforms are challenging the more established physical and online retailers offering a wide range of goods, including food, groceries, and even non-essential items, within minutes. This rapid delivery model is supported by hyper-local system, technological advancement, and a competitive market wherein companies strive to set new standards for speed. These 10-minute deliveries will continue to be the flavour of 2025 as companies add more categories, expanding consumer use cases; people especially in bigger metros do not mind paying some extra money to get grocery and other supplies delivered at their doorsteps and save on time.

Insiders say delivery boys are at constant risk of accidents, surviving on low wages and high cost of living. High fuel prices and personal issues can further take a toll on such individuals. The rise of quick commerce has caused a significant decline in the sale of food, beverages and confectionery in urban centres, as 52 per cent of physical store retailers reported a drop in sales, PwC said in a report in March.

Quick commerce or ‘q-commerce’ or on-demand delivery, is a type of e-commerce that can deliver orders in 10 to 30 minutes or less. Blinkit, Zepto and Swiggy Instamart are some of the largest players in India right now. The CAIT, in association with All India Mobile Retailers Association ( AIMRA) and All India Consumer Products Distributors Federation (AICPDF) will hold a national conclave on the “ugly face of quick commerce” on  April 22 in New Delhi. Khandelwal strongly argued that Indians do not need 10-minute deliveries when an already time-tested, efficient and deeply-rooted network of neighbourhood retail stores have been faithfully serving communities for years now. These local shops are not just convenient, but also socially and economically vital for millions of families across the country.

The BJP MP said that the 10-minute delivery system not only undermines small retailers, but also places undue mental and physical pressure on delivery workers, who are often subjected to unrealistic targets and unsafe conditions. Khandelwal further argued that instead of promoting unsustainable and exploitative models, efforts should be directed towards empowering local traders with digital tools, infrastructure, and fair competition. Strengthening neighbourhood retail is not only economically sound choice but also a socially responsible one, he pointed out.