Gig workers find new homes on changing consumer choices

MUMBAI : Consumer preference for online shopping continues unabated despite the easing of restrictions that have allowed most offline stores to operate at full capacity in recent months. Companies offering on-demand labor and temporary jobs have seen an increased demand for gray-collar positions not only in e-commerce, but also in the automotive, banking and service industries. financial, which has changed business models to reach customers in preferred locations, especially in small towns and cities, market participants said.

Ecommerce companies are driving gray-collar demand for functions like onboarding and customer and seller engagement, according to GigIndia, a business-to-business gig market for on-demand work completion . He observed a doubling of the demand for such concerts, compared to the last quarter.

Companies involved in e-commerce, financial services, and auto sales, along with other Internet companies, have seen a 50% increase in demand for the completion of sales and customer support services. “We have seen an increase in the number of inquiries from new-age and traditional businesses in industries such as e-commerce, automotive, financial services and internet companies compared to last quarter,” said Sahil Sharma, co-founder and CEO. , GigIndia.

Financial services companies are also considering deploying workers in concert to serve a wide range of customers and manage end-to-end sales, Sharma said.

“More and more people are buying credit cards, opening bank accounts or starting trading, so financial services companies need to get in touch with their customers as soon as possible. So we have seen demand from the financial services segment increase, ”he said.

The labor demand of Tier II cities is highest at over 40%, while Tier I and Tier III cities have experienced growth of over 30% and 25%, respectively, in particular of Patna, Varanasi, Surat, Vadodara, Jabalpur, Vijayawada and Asansol.

The nearly 10% growth in gross domestic product (GDP) in FY22, coupled with fewer disruptions in supply, will lead to strong pent-up demand in both traditional and contact-intensive services. , according to a report on the employment of Teamlease. The dynamism of the global economy is also having a positive impact on hiring, he said.

PepsiCo India has expanded its partnership with government common service centers and plans to list products in three more states on the Grameen eStore portal, which will enable last mile delivery of its brands of snacks available from 20,000 village entrepreneurs. and 489 village distributors. level entrepreneurs, according to the report.

In financial services, Motilal Oswal is expected to hire 1,750 brokerage agents, financial advisors, analysts, debt collectors, relationship managers, and sales and marketing staff this quarter. HDFC Bank plans to hire 250 relationship managers to expand the coverage of its MSME vertical to 575 districts or more. BankBazaar plans to hire 300 tech, product, operations and customer service employees for its Bengaluru, Chennai and Mumbai offices, while bitcoin and cryptocurrency exchange WazirX plans to hire. around 65 people by the end of 2021.

“We have witnessed the creation of nearly 800,000 to 1 million jobs this holiday season. Although over the past 10 months we have seen continued growth in the job market, the holiday season has helped increase jobs. After the holiday season, we expect job growth to continue, “said an executive at a recruitment company, on condition of anonymity.

However, despite a strong demand for blue and gray collar workers, there is no change in wages. Companies deploy a concerted workforce that operates on a variable pay model based on results. With higher buying intentions during the holiday season, businesses are gearing up to deliver the best experience for their customers during this time. Some companies, however, offer insurance for themselves and their families, as well as worker development, among other benefits.

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