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India’s 10-Minute Delivery Model Under Pressure After New Year’s Eve Rider Strike

Worker mobilization is pushing a reassessment of India’s ultra-fast delivery promises.

Overview

  • More than 200,000 delivery riders staged a New Year’s Eve flash strike, pressing for minimum pay, algorithm transparency, and an end to 10-minute targets.
  • Eternal CEO Deepinder Goyal said operations hit a record 7.5 million orders on Dec. 31 and argued the model is safe, citing 2-km trips at 16 km/h, company-paid insurance, and average earnings of ₹102 per logged-in hour.
  • Company figures show uneven worker engagement, with the average Zomato delivery partner working 38 days in a year and only 2.3% working more than 250 days.
  • Policymakers are advancing gig-worker protections, including proposed national registration and eligibility thresholds, and Karnataka is weighing a 1%–1.5% per-transaction welfare fee.
  • Investor nerves and safety concerns are mounting, with Swiggy and Eternal shares down about 20% since mid-October and reports linking ultra-fast targets to avoidable accidents.