&w=1024&resize=1024,0&ssl=1 "How women host the biggest festive sales event on Flipkart, Amazon, Myntra | Company News")
India's e-commerce industry is increasingly giving more opportunities to women and hiring them in significant numbers this festive season to cope with the huge increase in sales from millions of customers across the country.
E-commerce company Flipkart said the expansion of its supply chain will create over 100,000 job opportunities across India to meet high demand during the festive season. Launched 11 new distribution centers in nine cities.
Click here to connect with us on WhatsApp
Flipkart said that among the workers hired this festive season, there has been a 24 percent increase in the number of women hired compared to the 2023 Big Billion Days (BBD) sale event.
Prajakta Kanaglekar, supply chain, technology and HR CX lead 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 delivery is on the rise. increasing. Recognized as essential for unlocking new skills and perspectives.
“We are proud to have achieved an increase in the number of women employed in blue collar roles during the festive season this year, a testament to our commitment to gender diversity,” said Kanaglekar. “These women are playing a vital role in warehouses such as picking, packaging 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, Wishmaster (delivery executive) at Flipkart in Rishikesh, Uttarakhand. To meet the increased demand during the festive season, Rawat said Flipkart provides him with constant support and guidance for smooth delivery in the remote areas of Rishikesh.
“Flexible hours have allowed me to manage both my work and my family, which is especially important as a mother,” said Rawat. “Flipkart has empowered me to achieve financial freedom and personal growth.”
Archana Kumari, a single mother, found a supportive community working in Shimla as a Wishmaster at Flipkart. “Extensive training gave me the skills and confidence to deliver 30 to 50 packages a day, even in remote areas,” says Kumari. “This opportunity allows me to show that women are capable of achieving anything. Flipkart has truly empowered me to build a bright future for my little family.”
The logistics industry has long been considered a male-dominated field. But this concept is evolving as more women enter the operational workforce. Amazon India says it is leading the change. The company said women now play multiple roles across its network operations. These range from team leaders and delivery associates to delivery station managers and even entrepreneurs leading delivery service partner programs. Amazon says this expansion of the female workforce is further supported by the company's flexible working model, targeted training and focus on safe work environments, which contribute to the growing presence of women in these roles.
Amazon India said it has created over 110,000 seasonal job opportunities across its operations network to serve millions of customers across India during the festive season. The company said it has hired thousands of female employees as part of Amazon's seasonal job opportunities.
“Our initiative supports women in a variety of roles, demonstrating that with the right support and opportunities, they can thrive as collaborators, leaders, entrepreneurs and key contributors to the industry,” said Karuna Shankar Pandey, Vice President of Logistics at Amazon , India.
One of them is Christina Rindiki, the entrepreneur behind the first all-female Amazon partner delivery station in northeast India. Growing up in Mizoram, where opportunities for women were limited, Rindiki established an all-female delivery station in Champhai, near the Myanmar-India border, with the help of Amazon. The initiative is part of Amazon's larger commitment to creating female-only delivery stations, offering roles ranging from station managers to delivery girls. Women at these stations receive extensive training in customer service, package handling, safety protocols and technology. Amazon says it ensures a supportive work environment through feedback mechanisms and a dedicated helpline.
Fashion retailer Myntra says its recently concluded Big Fashion Festival (BFF) sale is driven by thousands of women in various roles across the supply chain and contact centers. This year's BFF is the company's biggest edition to date, recording 627 million user visits, a significant increase compared to last year's edition. In 2023, the Big Fashion Festival (BFF) concluded with almost 460 million user visits.
“For this year's event, we have recruited and trained several delivery partners, including women, and I am proud to see more women joining the team,” said Maitri Bhargava, Area Lead, Delhi NCR, which supports Maitra BFF.
According to an analysis by Redsea Strategy Consultants, India's festive season will bring a major boost to the country's e-commerce sector, with sales expected to reach a gross merchandise value (GMV) of Rs 100,000-120,000 crore. The analysis predicts annual growth of 20%, fueled by high pent-up demand and a wave of premiumization.
Flipkart Wishmaster Joy Lalita delivers a package to a Flipkart customer in Shimla
entrepreneur
E-commerce companies are also opening up many entrepreneurial opportunities for women, especially during the festive season. Radha K., a 52-year-old mother from Bengaluru who faced significant financial challenges that prevented her from completing her studies, opened her maize store, Sri Karithimarayaswamy Flour Mill, in 2019. In addition to running the store, Radha joined the program Amazon's 'I Have Space' (IHS), which allowed him to earn extra income. With the support of her son, an Amazon Delivery Associate, Radha jumped at the opportunity to become a partner in the Amazon delivery network, balancing her business with contributing to last-mile delivery in her community. The IHS program partners with local store owners like Radha, allowing them to earn additional income by facilitating Amazon delivery. It also increases the crowds in its stores.
Manvi Dhawan, a 44-year-old mother from Noida, took a career break in 2013 to take care of her daughters. When he decided to return to work in 2020, he discovered Amazon's Delivery Service Partner (DSP) program, which gave him the opportunity to restart his entrepreneurial career. Under Amazon's guidance, he founded Saima Enterprises in January 2021, starting with a single delivery station in Panchkula. He saw his business grow quickly to operate eight delivery stations in 15 months, creating jobs for hundreds of delivery drivers.
security
Flipkart's Kanaglekar said the company is building a culture of empowerment, education and career advancement through initiatives like Vidyarthini, Nive, Disha and MT. These programs provide growth opportunities for women at all levels, from internships to management trainee positions, help develop their skills, stimulate leadership potential and drive inclusive growth across the organization.
Kanaglekar said the company has implemented strong security measures such as an SOS mobile app, CCTV-monitored workplaces and POSH (Prevention of Sexual Harassment) awareness sessions. No female associates are placed in isolated areas and those working night shifts receive GPS-tracked transportation for added safety and confidence.
Earlier this year, Amazon launched the 'Women on Night Shifts' (WINS) program at one of its largest sortation centers in Haryana. The aim is to provide a safe working environment for female associates who wish to work at night. This initiative increases flexibility and opens more opportunities for women in Amazon's 24/7 logistics network
