The allure of 10-minute delivery services has reshaped how we consume goods and services, offering an unprecedented level of convenience. In Goa, where life has traditionally been laid-back and community-driven, this rapid-fire approach to retail is at odds with the state’s ethos. While the speed of service may seem like an urban luxury, behind the scenes lies a system built on exploitation, manipulation, and unsustainable practices.
At the heart of this industry are the store workers and delivery riders. In an economy where jobs are scarce, many young Goans and migrant workers are drawn to these roles, hoping for stable income. However, the reality is far from ideal. Store workers have mere seconds to collect and pack items, working under intense pressure with little room for error. Any mistake, such as missing an item in an order, results in penalties, creating a work environment filled with fear and anxiety.
Delivery riders, the backbone of this system, risk their lives daily on Goa’s narrow, often congested roads, racing against time to meet impossible deadlines. The pressure to deliver within minutes results in reckless driving, leading to an alarming rise in road accidents. These gig economy jobs, while marketed as flexible work opportunities, offer no real job security, fair wages, or benefits. Many riders work beyond legally permissible hours just to make ends meet, all while bearing the cost of fuel and vehicle maintenance. Their employers, shielded by the gig economy model, absolve themselves of responsibility, creating a cycle of worker exploitation.
Beyond economic and labour concerns, the biggest casualty of the 10-minute delivery boom is public health. Many of these services promise “fresh” food at lightning speed, but the reality is that much of it is pre-packaged, heavily processed, and laden with preservatives. Goa, with its rich culinary heritage and reliance on fresh seafood and locally sourced produce, risks losing its identity to a culture of instant gratification. Nutritionists warn that the growing consumption of these ultra-processed foods could have long-term health consequences, with children and young adults being the most affected.
Moreover, the convenience of instant delivery discourages physical activity. A society that once thrived on fresh air, daily walks to the market, and home-cooked meals is now becoming sedentary, reliant on screens and apps for every need. This shift is not just affecting individuals but has broader implications for public health in Goa, where healthcare resources are already stretched.
The environmental toll of rapid delivery is another pressing issue. Goa has long battled waste management challenges, with its beaches and green spaces often littered with plastic and packaging waste. The rise of instant delivery services exacerbates this crisis, generating excessive packaging waste—plastic bags, containers, and disposable cutlery—most of which ends up in landfills or the sea. This goes against Goa’s ongoing efforts to promote sustainability and eco-friendly tourism.
Additionally, the increased number of delivery vehicles on the roads contributes to pollution and traffic congestion. With thousands of deliveries taking place daily, the carbon footprint of this industry continues to grow. Goa, which has long prided itself on its environmental consciousness, must weigh the convenience of instant delivery against the irreversible harm it causes to the state’s natural beauty.
Beyond economics, health, and environmental concerns, the 10-minute delivery culture is altering the social fabric of Goa. The state has always been known for its sense of community, where neighbours shared meals and local vendors knew their customers by name. This personal touch is rapidly disappearing as anonymous app-based transactions replace traditional social interactions.
Tourists, too, now prefer to order food and groceries online rather than experience Goa’s vibrant markets and traditional eateries. This shift not only affects small businesses but also diminishes the cultural experience that makes Goa unique. The charm of leisurely shopping at the Mapusa or Margao markets, engaging in friendly bargaining, and discovering fresh produce is being replaced by a sterile, digital transaction that lacks human connection.
While there is no denying the convenience of quick delivery, we must ask ourselves: at what cost? The illusion of instant gratification hides a web of exploitation, unhealthy consumer habits, and environmental degradation. As Goans, do we want to trade our quality of life, our safety, and our rich food culture for the sake of a 10-minute delivery? The solution does not lie in rejecting technology but in making mindful choices. Supporting local markets, embracing home-cooked meals, and being aware of our consumption habits can go a long way in resisting this culture of hyper-convenience. Companies must also be held accountable for fair wages, worker safety, and sustainable practices.
Government intervention is also crucial. Policies that regulate working conditions, limit delivery speed requirements, and impose stricter environmental guidelines can help curb the negative impact of this industry. Consumers, too, must play a role by making conscious decisions—opting for sustainable choices, supporting small businesses, and resisting the pressure of unnecessary, impulsive
purchases.
The next time you feel tempted to place an order for instant delivery, take a moment to consider—do you really need it in 10 minutes? Perhaps, in slowing down, we can preserve what makes Goa truly special.