The Indian e-commerce industry is increasingly offering opportunities to women and is hiring women in large numbers this festive season to cater to the massive increase in sales from millions of customers across the country.
E-commerce company Flipkart said its supply chain expansion will create more than 100,000 jobs across India to meet the high demand during the festival season. It has launched eleven new fulfillment centers in nine cities.
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Flipkart said that among the workers it has hired for this festive season, there has been a 24 percent growth in the number of women hired compared to the Big Billion Days (BBD) sale in 2023.
Prajakta Kanaglekar, vice president, supply chain, tech and CX HR Leader at Flipkart, said that as the e-commerce sector evolves, women’s representation in traditionally male-dominated roles such as warehouse operations and last-mile deliveries is increasing. . recognized as essential for unlocking new efficiencies and perspectives.
“We are also proud to have achieved an increase in the number of women employees in blue-collar roles during the festive season this year, a testament to our commitment to promoting gender diversity,” Kanaglekar said. “These women play key roles in warehouses such as picking, packing and others, as well as in our last-mile operations across India, contributing to our growth and strengthening our operational capabilities.”
Among them is Kiran Rawat, a wishmaster (delivery manager) at Flipkart in Rishikesh, Uttarakhand. To cater to the increased demand during the festive season, Rawat said Flipkart is providing her constant support and guidance for smooth deliveries in remote areas of Rishikesh.
“The flexible hours have allowed me to manage both my work and my family, which is especially important as a mother,” said Rawat. “Flipkart has given me the power to achieve financial independence and personal growth.”
Archana Kumari, a single mother, has found a supportive community working in Shimla as a wish master at Flipkart. “The extensive training has given me the skills and confidence to deliver 30 to 50 parcels every day, even in remote areas,” said Kumari. “This opportunity gives me the strength to show that women are capable of anything. Flipkart has truly given me the strength to build a better future for my little family.”
The logistics sector has long been seen as a male-dominated sector. However, this perception is evolving as more women join the operational workforce. Amazon India said it is leading this shift. The company said women are now filling a variety of roles within its operational networks. These range from team leaders and delivery drivers to managers at delivery stations and even entrepreneurs leading delivery service partner programs. Amazon said this expansion of its female workforce is further supported by the company’s focus on flexible work models, targeted training and safer work environments, contributing to the growing presence of women in these roles.
Amazon India said it has created more than 110,000 seasonal jobs across its operational network to serve millions of customers across India during the festival season. The company said it has hired thousands of female employees as part of Amazon’s seasonal opportunities.
“Our initiatives support women in diverse roles and demonstrate that with the right support and opportunities, they can thrive as employees, leaders, entrepreneurs and key contributors to the industry,” said Karuna Shankar Pande, Vice President, Amazon Logistics, India.
One of them is Christina Rindiki, the entrepreneur behind Amazon’s first all-women delivery station in Northeast India. Rindiki grew up in Mizoram, where opportunities for women were limited, and with support from Amazon, set up a women-only delivery station in Champhai, near the Myanmar-India border. This initiative is part of Amazon’s broader commitment to create women-only delivery stations, offering roles from station managers to delivery drivers. Women at these stations receive extensive training in customer service, package handling, safety protocols and technology. Amazon said it also provides a supportive work environment through feedback mechanisms and a dedicated helpline.
Fashion retailer Myntra said its recently concluded festive sale, Big Fashion Festival (BFF), is powered by thousands of women across supply chain and contact center roles. This year’s BFF was by far the company’s largest edition, with 627 million user visits, a significant increase from last year’s edition. In 2023, the Big Fashion Festival (BFF) concluded with approximately 460 million user visits.
“For this year’s event, we have hired and trained several delivery partners, including women, and I am proud to see more women joining the team,” said Moitry Bhargav, area lead, Delhi NCR, in support of Myntra BFF.
The festive season in India will give a major boost to the country’s e-commerce sector, with sales expected to reach Rs 100,000-120,000 crore in gross merchandise value (GMV), according to an analysis by Redseer Strategy Consultants. The analysis predicts 20 percent year-on-year growth, fueled by high pent-up demand and a wave of premiumization.
Flipkart Wishmaster Jai Lalita delivers a package to a Flipkart customer in Shimla
Entrepreneurship
E-commerce businesses also offer women numerous entrepreneurship opportunities, especially during the holiday season. Radha K., a 52-year-old mother from Bengaluru who faced significant financial challenges that prevented her from completing her education, opened her millet shop, Shree Karetimayarayaswami Floor Mill, in 2019. In addition to running the store, Radha joined Amazon’s ‘I Have Space’ (IHS) program, which allowed her to earn additional income. With the support of her son, an Amazon delivery associate, Radha jumped at the opportunity to become a partner in Amazon’s delivery network, allowing her to balance her business while contributing to last-mile deliveries in her community. The IHS program partners with local store owners like Radha, allowing them to earn additional income by facilitating Amazon deliveries. This also increases footfall to their stores.
Manvi Dhawan, a 44-year-old mother from Noida, took a career break in 2013 to take care of her daughters. When she decided to return to work in 2020, she discovered Amazon’s Delivery Service Partner (DSP) program, which gave her the opportunity to revive her career as an entrepreneur. Under Amazon’s guidance, she founded Saima Enterprises in January 2021, starting with a single delivery station in Panchkula. She saw her business grow rapidly and within fifteen months managed eight delivery stations, creating jobs for hundreds of delivery drivers.
Safety
Flipkart’s Kanaglekar said the company cultivates a culture of empowerment, learning and career development through initiatives like Vidyarthini, Neev, Disha and MT. These programs provide women with opportunities to grow at every level, from internships to management trainee positions, helping them develop their skills, nurture leadership potential and drive inclusive growth across the organization.
Kanaglekar said the company has implemented robust safety measures such as a mobile SOS app, CCTV-monitored workplaces and POSH (prevention of sexual harassment) awareness sessions. No female employees are deployed to remote areas, and those working night shifts are provided with GPS-tracked transportation for added safety and confidence.
Earlier this year, Amazon introduced the ‘Women in Night Shifts’ (WINS) program at one of the largest sorting centers in Haryana. This aims to provide safe working conditions for female employees who want to work at night. This initiative increases flexibility and opens more opportunities for women in Amazon’s 24/7 logistics network.