– By Sonal Arora
The Indian Retail and Consumer Products sectors have undergone a significant transformation in recent years, with a sharp rise in consumer activity across both traditional and digital channels. This shift has been driven by several factors, including increasing internet penetration and smartphone adoption, a burgeoning middle class, evolving consumer behavior during the pandemic, and the rise of e-commerce.
Shifting Workforce Dynamics
The pandemic accelerated digital adoption and changed consumer behavior, leading to increased e-commerce activity even in the post-pandemic world. This has caused a significant shift in workforce dynamics, with more jobs being created in sectors that cater to online shopping, logistics, and digital customer service. The rise of gig and temporary work has also been notable, offering flexibility to both employers and employees. Particularly during the festival season, we see a significant increase in demand for Temporary as well as gig or shared economy workers. There is a surge in demand for manpower across various sectors, especially Retail, E commerce and Logistics Sectors during the festive season when consumer spending peaks. Festival hiring, in these sectors, has become an annual trend, presenting numerous opportunities for both employers and job seekers.
Seasonal Surge in Hiring
India’s festival season, which starts with Onam and continues through Ganesh Chaturthi, Navaratri, and Diwali, witnesses a marked increase in temporary and short-term employment. During this period, consumers engage in significant spending, resulting in a sharp uptick in business activity. Retail, logistics, and e-commerce sectors especially experience a surge in demand as consumers prepare for festivities by purchasing goods, gifts, and services.
To meet this increased demand, companies augment their existing workforce, often hiring temporary staff for roles in customer service, delivery, supply chain management, and fulfillment centers. While precise estimates may not feasible, considering the fact that a lot of job creation during the festival season also happens in the non-formal sector, broad estimates indicate that the retail industry is expected to see an additional 7-10% job creation during the upcoming festive season, while e-commerce and logistics could witness a growth of 10-12%. This hiring typically peaks in the 3-4 weeks immediately preceding the Festival of Diwali.
Opportunities for Employers
For employers, festival hiring offers a unique opportunity to scale up operations and expand their talent pool efficiently. Temporary hiring allows businesses to expand their workforce without committing to long-term contracts, providing the flexibility to adjust staffing levels as needed. This is especially beneficial for sectors like e-commerce and logistics, where the demand for delivery personnel, warehouse staff, and customer service agents can skyrocket during the festive season.
Moreover, the festival season provides businesses an opportunity to test new talent, identify high-performing temporary workers, and potentially convert them into full-time employees. This allows companies to not only meet their short-term staffing needs but also build a pipeline of skilled workers for future hiring.
Opportunities for Employees
For job seekers, festival hiring presents an opportunity to find employment opportunities more easily, gain some practical exposure and start their career journey. Temporary jobs in customer service, delivery, and fulfillment centers offer valuable experience and skills that can be leveraged in future employment opportunities.
In addition, with the rise of e-commerce and digital retail, job seekers with digital skills, such as managing online orders, processing payments, or handling digital customer service, are in high demand. For many, festival hiring can serve as a stepping stone into full-time employment, especially if they perform well and show adaptability in their temporary roles.
In a nutshell, festival hiring in India continues to be a major driver of temporary employment, particularly in retail, e-commerce, and logistics. For employers, it provides an efficient way to manage seasonal demand, while for job seekers, it offers numerous opportunities for gaining experience, earning additional income, and potentially securing long-term employment. As India’s economy and consumer behavior continue to evolve, festival hiring is set to remain a critical aspect of the workforce landscape, offering opportunities for both employers and employees to thrive in a rapidly changing environment.
(Sonal Arora is the Country Manager at GI Group Holding.)
(Disclaimer: Views expressed are personal and do not reflect the official position or policy of Financial Express Online. Reproducing this content without permission is prohibited.)
