Quick commerce players’ pledge to drop 10-minute delivery comes as a thumbs up for Kerala

The directive by the Kerala Motor Vehicles Department (MVD) to online delivery app companies, mandating adherence to road safety rules and their integration into corporate policies, marks a significant moment in India's rapidly expanding quick commerce sector. This move, which subsequently led quick commerce players to pledge dropping their aggressive 10-minute delivery services in Kerala, underscores a critical intersection of public safety, worker welfare, and evolving business models in the gig economy.

**Background Context: The Race for Speed and its Consequences**

The rise of quick commerce (Q-commerce) in India has been phenomenal, especially post-pandemic. Companies like Swiggy Instamart, Zomato-owned Blinkit, and Zepto have aggressively marketed ultra-fast delivery – often promising groceries and essentials in 10-20 minutes. This 'instant gratification' model, while appealing to consumers, has created immense pressure on delivery personnel, who are typically classified as 'gig workers' or 'independent contractors'. These workers often operate without traditional employee benefits such as fixed salaries, health insurance, or social security, and are incentivized by per-delivery payments. The relentless pursuit of speed, coupled with performance targets and punitive measures for delays, frequently compels riders to flout traffic rules, overspeed, and work long hours, leading to increased fatigue and a higher risk of road accidents. India already grapples with a severe road safety crisis, and the added pressure on delivery riders only exacerbates this challenge.

**What Happened: Kerala's Proactive Stance**

On December 23, 2023, the Kerala Motor Vehicles Department issued a firm notice to online delivery platforms operating within the state. The directive was clear: these companies must not only ensure their delivery personnel comply with existing road safety regulations but also formally incorporate these rules into their corporate policies and operational frameworks. This wasn't merely an advisory; it was a mandate aimed at holding companies accountable for the safety practices of their workforce. The immediate and visible consequence was the pledge by major quick commerce players to discontinue their 10-minute delivery promise in Kerala, acknowledging the inherent conflict between such aggressive timelines and safe driving practices.

**Key Stakeholders Involved**

1. **Kerala Motor Vehicles Department (MVD):** The primary regulatory body that initiated this directive, acting within its mandate to enforce road safety and traffic laws. Their role is crucial in safeguarding public interest and ensuring compliance. Its authority largely stems from the **Motor Vehicles Act, 1988**, and its subsequent amendments, particularly the **Motor Vehicles (Amendment) Act, 2019**, which strengthened provisions for road safety and penalties.

2. **Online Delivery App Companies (e.g., Swiggy, Zomato/Blinkit, Zepto):** These are the businesses whose operational models are directly impacted. They face the challenge of balancing consumer expectations for speed with regulatory compliance and social responsibility. Their response to the MVD's directive indicates a potential shift in their business strategies.

3. **Delivery Personnel (Gig Workers):** The most vulnerable stakeholders, whose livelihoods and safety are directly affected. This move is a step towards alleviating the immense pressure they face, potentially leading to safer working conditions and reduced accident rates. Their precarious employment status often highlights issues related to **Article 21 (Right to Life and Personal Liberty)**, which has been interpreted by the Supreme Court to include the right to a safe environment and a dignified livelihood.

4. **Consumers:** While they might experience slightly longer delivery times, the trade-off is enhanced road safety for everyone, including the riders who serve them.

5. **General Public/Road Users:** Benefit from a reduction in reckless driving by delivery riders, contributing to overall safer roads.

**Significance for India**

This development holds immense significance for India. Firstly, it's a critical step towards addressing India's abysmal road safety record. According to the Ministry of Road Transport and Highways, India recorded over 4.6 lakh road accidents in 2022, leading to 1.68 lakh deaths. The pressure on gig workers contributes significantly to these statistics. Secondly, it highlights the growing need for comprehensive regulation of the gig economy. While the **Code on Social Security, 2020**, attempts to include gig workers, its full implementation and specific protections against exploitative work conditions remain a challenge. Kerala's move could serve as a precedent, inspiring other states to implement similar measures to protect gig workers and ensure corporate accountability. This aligns with broader themes of social justice and fair labour practices in a rapidly evolving economic landscape. It also pushes companies towards greater corporate social responsibility, transcending mere profit motives to consider the well-being of their extended workforce.

**Future Implications**

The Kerala MVD's directive could trigger a nationwide re-evaluation of quick commerce models. We might see companies shifting their focus from aggressive speed to efficiency, sustainability, and worker welfare. This could involve investments in better route optimization, improved training for riders, and potentially a re-evaluation of incentive structures to de-emphasize speed as the primary metric. Furthermore, it could accelerate policy discussions at both state and central levels regarding comprehensive welfare frameworks for gig workers, similar to the pioneering **Rajasthan Platform Based Gig Workers (Registration and Welfare) Act, 2023**. This Act, passed in August 2023, is India's first law specifically designed to provide social security and welfare benefits to gig workers, establishing a welfare board and a dedicated fund. Such legislative actions, combined with regulatory directives like Kerala's, point towards a future where the gig economy is more regulated, balancing innovation with worker protection and public safety. This also brings into focus **Article 43 of the Constitution (Directive Principles of State Policy)**, which mandates the state to secure a living wage and conditions of work ensuring a decent standard of life for all workers.