It is estimated that in the recent past, in the metropolitan cities of India, the incidents of road traffic accidents involving the two wheelers has almost doubled. While, one can argue this is expected as the country is coming out of the slowed down phase forced by the covid 19 global pandemic, this is partially true. One of the main reasons why we are witnessing an increasing number of road traffic accidents involving two wheelers is the changing consumer behaviour in the country. Yes, it’s those consumers who have all of a sudden realised that they need their groceries delivered in 10 minutes as though their lives depend on them and they would perish if their groceries are delivered at the 11th minute. The glaring proof for this dangerous trend is the fact that most of the two-wheeler riders who are getting into these accidents frequently are the delivery agents and gig workers who are literally putting their lives at risk to deliver groceries in 10 minutes on a war footing for no reason.
If you live in one of the metropolitan cities, classified as Tier 1 cities, or in the emerging metropolitan cities, classified as Tier 2 cities, you have surely witnessed how densely populated these cities are and how bad the traffic is in these cities. Research shows that, if you are using a car to get from one place to another, to travel a mere 5 km distance in these cities you would need around 20 to 30 minutes on an average. If you are using a two-wheeler, you have an added advantage that you can squeeze through traffic at a stop to get ahead in the line and also can easily squeeze through narrow streets and lanes of India. This would potentially help you gain 5 minutes compared to those who use a car. So, how are all these new emerging quick commerce companies delivering groceries in 10 minutes in such densely clogged cities where bumper to bumper traffic is a daily sight?
The answer to the above question can be found by looking at their business models. On the one hand they lure the customers, like you and me, to buy from them, by promising to deliver the groceries in 10 minutes and throwing in heavy discounts. On the other hand, they incentivize their delivery boys by setting up a commission model tied to the speed of delivery. Hence, these companies are thriving mostly at the expense of the risks taken by their delivery boys/agents.
In the race to deliver the customer orders in within the promised time, these delivery agents or delivery boys are always rushing through the busy streets with putting their lives in danger and also others in harm’s way. Most of the times the incidents of accidents involving these delivery agents do not even get reported as they end up a scuffle or just settle without getting authorities involved. In most cases, any medical expense incurred due to injuries as a result of accidents are to be borne by the delivery agents. In addition to putting their lives in danger these deliver agents are also frequently violating the traffic rules and are ending up paying fines out of their pocket. In summary, the incentive models that these quick commerce players have set up for their delivery agents are in effectively punitive models in disguise. Although few of these delivery agents/boys do realise the exploitative nature of their employment, they continue to stick on to their jobs as they are desperate to provide for their family and themselves.
In future there might be some regulatory measures that might stipulate the way the quick commerce companies operate by delivery unrealistic delivery speed for their products and services, However, we as customers have the power to decide if we would really need our groceries in 10 minutes by putting lives in danger? Indian customers have always been planned and organised towards how they buy their groceries. They usually make a list of the things they would need and buy them at certain regular intervals depending on their consumption patterns. However, the new age quick commerce companies are deliberately inducing a culture of impulse buying and unorganised way of life by promoting new consumption behaviour through their super speed delivery promises. In addition to putting lives at risk to satisfy the promise of speedy delivery, these quick commerce companies are also heavily disrupting traditional Kirana stores and the local retail merchants who lack the technical skills to go online or invest heavily to scale their operations to match the promises made by these quick commerce companies.
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References:
- The risks they take to deliver your groceries in 10 minutes – The Hindu
- As Indians expect groceries in 10 mins, delivery agents struggle | Business and Economy News | Al Jazeera
- Fortune India: Business News, Strategy, Finance and Corporate Insight
- Do you really need your groceries in 10 minutes? (thenewsminute.com)
- India’s instant delivery workers never signed up for this – The Verge
- Tech-Savvy Kiranas: The Way Forward for Retail in India (indianretailer.com)
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