Unlike traditional e-commerce models that rely on large warehouses, quick-commerce companies operate through small storage hubs embedded within neighbourhoods. These facilities, known as dark stores, are designed purely for efficiency. Customers never enter them.
Inside, goods are stacked for speed rather than display. Narrow aisles allow workers to pick items rapidly, often completing an order in under a minute. From vegetables to frozen foods, everything is organised to shave off seconds.
The Delivery Race on City Streets
Once an order is packed, delivery riders take over. Muhammad Faiyaz Alam, a 26-year-old delivery partner in Delhi, rides nearly 40 orders a day. Each delivery pays him around ₹30, depending on distance and incentives.
Navigation is rarely straightforward. Dense neighbourhoods, unclear addresses and missing landmarks often force riders to rely on phone calls and local directions. Despite these hurdles, speed remains the overriding expectation.
Algorithm-Driven Work, Uncertain Income
Like millions of others in India’s growing gig economy, Alam is classified as a “partner” rather than an employee. He has no fixed salary, paid leave or social security. His earnings depend entirely on orders completed and incentive streaks.
Missing even a single workday can erase bonuses built over weeks. When Alam’s phone was stolen during a shift, his incentive streak reset instantly, costing him thousands of rupees. Such risks are built into the system.
Safety Concerns and Worker Protests
The pressure to meet tight delivery timelines often spills onto the road. Riders admit to speeding and navigating traffic aggressively to avoid penalties or customer complaints. Labour experts warn that algorithmic targets silently encourage unsafe behaviour.
Recent protests by delivery workers across several cities forced the labour ministry to intervene, asking platforms to drop aggressive “10-minute delivery” marketing. While the move eases public expectations, ground-level conditions remain largely unchanged.
Why Quick Commerce Thrived in India
Globally, many fast-delivery startups that surged during the pandemic struggled once lockdowns ended. India followed a different path. Long commutes, dense cities and rising smartphone usage helped quick commerce integrate seamlessly into daily routines.
Retail analysts note that Indian consumers are willing to pay a small premium for time saved.
An Unsustainable Business Model?
Despite rapid growth, profitability remains elusive. Heavy discounts, rising fuel costs and intense competition continue to strain company finances. Industry experts caution that the race for speed may not be sustainable in the long run.
At the same time, concerns over labour protections echo broader debates on gig work regulation in India, as covered by The Hindu. Whether reforms can balance convenience with fairness remains an open question.
Convenience With a Human Cost
For users like Tanisha Singh, quick commerce is no longer a luxury but a habit. Yet awareness is growing that each instant delivery is powered by human labour operating under relentless time pressure.
As India’s cities continue to measure efficiency in minutes, the challenge ahead lies in ensuring that speed does not come at the cost of dignity, safety and fair work.