From Zomato CEO to delivery partner: Deepinder Goyal’s experiment sheds light on the struggles faced by the company's gig workers

Deepinder Goyal, the CEO of Zomato, recently set out on an unconventional experiment: he spent a day working as a delivery partner, aiming to experience firsthand what Zomato’s delivery personnel go through daily. Accompanied by his wife, Grecia Munoz, Goyal took on the task of delivering food around Gurugram, fully dressed in Zomato’s red delivery uniform. Goyal took on this role as a way to bridge the gap between management and frontline workers, aiming to understand their challenges on a deeper, more personal level.

A challenge at Ambience Mall

During one of his deliveries, Goyal was tasked with picking up an order from Ambience Mall. However, he quickly encountered an unexpected hurdle: he was barred from entering through the main entrance or using the mall’s elevators. Directed instead to a side entrance, he had to navigate stairs to complete the delivery.

Goyal shared his thoughts on the incident via social media, highlighting how delivery partners face restrictions in accessing certain areas within malls. In his post, he pointed out that malls should take steps to be more accommodating and humane towards delivery personnel, who often face time-consuming and physically taxing obstacles.

Reactions and immediate changes

Goyal’s post quickly gained traction, with support pouring in from people who agreed that delivery workers deserve better treatment. Many echoed his sentiments, arguing that malls should indeed facilitate better access for delivery workers. Others pointed out that such restrictions reflect a broader disregard for gig economy workers, who play an essential role in the consumer experience but are often overlooked when it comes to working conditions and access.
Ambience Mall responded promptly to Goyal’s post. The mall’s owner, Arjun, swiftly implemented changes by establishing a designated pickup area for delivery personnel, which provides a comfortable waiting spot for them. Additionally, the mall introduced “walkers” who assist by carrying food orders from restaurants within the mall to this new pickup point. Goyal publicly thanked Arjun for the rapid response and encouraged other mall owners to adopt similar measures to improve the working environment for delivery partners.

Call for wider change

Goyal’s experiment has ignited a broader conversation about the working conditions for delivery workers across India. Many people, including industry experts, have commented on the need for a more organised approach to supporting gig economy workers. With the rise of delivery services like Zomato, Swiggy, and others, delivery personnel have become a crucial component of the retail and dining experience. However, despite their essential role, they often lack access to basic amenities like clean waiting areas, designated parking, and easy building access.
Goyal urged other mall owners and businesses to think creatively and consider innovative solutions to enhance the work environment for delivery personnel. Some suggestions have included dedicated parking spots, designated waiting areas, and faster order preparation times to reduce wait times for delivery workers. Many delivery partners encounter physical and logistical challenges that are rarely considered by customers or business owners.

In recent years, India has witnessed a surge in gig employment, with millions of individuals working in food delivery, ride-sharing, and other flexible, app-based jobs. However, as Goyal’s experiment has shown, the infrastructure supporting these workers often falls short, failing to accommodate their specific needs. By taking steps to address these challenges, businesses can improve the experience not only for their workers but also for customers, who will likely see the benefits of a more efficient and streamlined delivery process