Quick-commerce drops ‘10-minute’ tag, but ground reality unchanged

Quick commerce platforms may have begun scrubbing “10-minute delivery” from their branding and marketing, but for delivery workers on the ground, little has changed in how work is organised or the pressures they face. Conversations with delivery partners across Bengaluru and Delhi suggest that the removal of the label has not translated into any easing of delivery targets, incentive structures, or algorithm-driven performance metrics.