India’s fast-growing quick commerce industry is facing renewed scrutiny after a nationwide strike by gig workers on December 31 reignited debate around ultra-fast delivery promises and working conditions. More than 2 lakh delivery partners associated with platforms including Zomato, Blinkit, Swiggy, Instamart, Zepto, Amazon and Flipkart temporarily logged off, demanding higher pay, social security cover and safer working environments.
The strike, timed on one of the busiest days of the year, drew attention to the 10-minute delivery model that underpins much of quick commerce growth. Worker unions argue that tight timelines increase physical risk, mental stress and road accidents, while offering limited income security. Platforms, however, have pushed back against allegations of exploitation.
Deepinder Goyal, founder and chief executive of Eternal, which operates Zomato and Blinkit, defended the model, saying public perception often overlooks how the system is designed. In posts on X, Goyal said delivery speed is driven by dense store networks rather than riders being pressured to move faster. He also shared earnings data, stating that Zomato delivery partners earn an average of ₹102 per hour excluding tips. According to him, a partner working 10 hours a day for 26 days could earn about ₹26,500 a month before expenses, or roughly ₹21,000 after accounting for fuel and maintenance.
Despite the protest, Zomato and Blinkit together delivered about 7.5 million orders on December 31, underlining the scale at which quick commerce has become embedded in urban consumption. Labour experts say this contrast highlights a deeper structural tension. Government think tank Niti Aayog estimates India has over 12.7 million gig workers today, a number projected to rise to 23.5 million by 2030.
Economists point out that while gig platforms have created large-scale employment in a short span, incomes have not kept pace with rising living costs over the past five years. The strike has also coincided with the government notifying draft rules under the new Labour Codes, which propose formal recognition and expanded social security for gig and platform workers.
As political leaders and labour experts weigh in, the episode has triggered a broader national conversation on whether speed-led convenience can continue without rethinking worker welfare, pay structures and regulation in India’s platform economy.
