Over the past two decades, the gig economy has transformed the global labour market, offering new opportunities and challenges across various sectors. Characterised by short-term contracts and on-demand jobs, the gig economy has evolved from a niche segment into a mainstream economic activity.
Transformation within the Indian market
In the early 2000s, gig work was relatively unknown in India, where traditional full-time employment dominated. Limited internet access and a lack of digital platforms meant fewer contractual or consulting work options. However, industries like IT, BPO, and direct selling introduced people to remote and contract-based work, laying the groundwork for the future of the gig economy. The mid-2000s to early 2010s saw the digital revolution spur the growth of online platforms connecting gig workers with employers and service providers with customers. The 2010s saw explosive growth in this sector, which has continued to grow and mature despite challenges. The COVID-19 pandemic further accelerated demand for gig workers while highlighting issues such as job security and lack of benefits.
Over the years, there has been a significant shift in employment preferences. The traditional model of long-term, full-time work has evolved into a more flexible model, fuelling the expansion of the gig economy. This transformation has been driven by digital platforms, the popularity of work-life balance, changing consumer behaviour, and economic conditions. Despite the challenges exposed by the pandemic, such as job insecurity and lack of benefits, the gig economy has proven resilient. The demand for gig workers has surged as consumers increasingly rely on home deliveries and remote services, and the sector continues to grow, driven by the necessity for contactless services and digital transformation.
The empowering role of direct selling
The gig economy, for the past two decades, has empowered people to take control of their financial destiny and reimagine their occupational interests on their terms. The current market dynamics have also enabled individuals to work and connect directly with their clients/customers, providing greater accessibility for gig workers. In this ever-evolving landscape, direct-selling companies have emerged as significant contributors to the gig economy. The desirable working environment of combining personal skills with marketing techniques attracts more individuals, these help direct sellers increase their customer base and create better value for their work.
The direct selling industry has been enabling the entrepreneurial aspirations of individuals while also providing them with a sense of self-sufficiency and financial independence, thus attracting more people to be part of the gig economy. By providing training, support and diverse products to sell, organisations allow direct sellers to take advantage of their strengths and bring passion to work. Additionally, the industry offers a strong vision of professional independence, and satisfaction and unlocks their entrepreneurial spirit that helps shape their future.
Organisations in the sector are embracing the principles of flexibility, independence and empowerment, which are not only contributing to the evolution of the gig economy but also transforming the lives of millions of people around the world. As we go about the complexities of the modern gig workforce, direct-selling offers a guiding light of hope for those seeking a better way to work, flourish and live on their terms. The potential of the gig economy, combined with the empowering nature of direct selling, has opened new avenues for women and youth to take control of their lives. The latest report by WFDSA stated that out of 128 million people associated with direct-selling, 70% of the total participants are women. This high percentage of women participants indicates a shift in societal perceptions and shows how women are taking more proactive roles in the economy. In this way, individuals can create their own opportunities and achieve a level of independence that was often difficult to achieve in traditional employment settings.
The gig economy has also been instrumental in employing millions, especially in Tier 2 and 3 regions. Today, the gig economy in India is a robust and integral part of the job market future and is set to continue its growth on this route driven by technological innovation, changing consumer preferences and economic forces. Direct-selling companies will continue playing an increasingly important role, offering individuals the opportunity to pursue entrepreneurship, gain financial independence and create a sense of belongingness around them. The future holds great promises for those who embrace these opportunities presented by the gig economy welcomingly.