May 13: Swiggy, India’s pioneering on-demand convenience platform, announced a one-of-its-kind of initiative designed to encourage more mothers to be a part of Swiggy’s delivery partner fleet. The innovative campaign called ‘Mum’s Choice’, on the sidelines of Mother’s Day, promises never before flexibility to mothers, including no minimum login hours, no long-distance orders, payouts in line with those in the traditional shifts, amongst others. Also, bikes are no longer a barrier, as Swiggy will provide discounted EV rentals to them, as a part of the campaign.
The company also rolled out a digital film for Mum’s Choice that captures the lived reality of mums who share the challenges they have been facing while working- like requirement of availability for specific duration every day. The film reiterates that for mothers, it is not about the willingness to work but the way around it (problem chaah ki nahi, raah ki thi). The mothers express a desire for financial independence and savings but share that they are constrained by the schedules of childcare or other family commitments. By featuring a range of anecdotes from single mothers and those with young children, the film illustrates flexibility of the program that empowers women to reclaim their professional identities. The film further elaborates on the benefits that mothers could avail under the ‘Mum’s Choice’ initiative, including how it provides an opportunity to fulfill their wishes and buy what they have been yearning for.
Launching the initiative, Saurav Goyal,SVP and Head- Driver & Delivery Org, Swiggy shared
“Our internal surveys have shown that mothers want to work as delivery partners as well, but the system wasn’t built to let them. For most mothers, time isn’t just a luxury- it’s the scarcest resource they have. With Mum’s Choice, we are rebuilding around how mothers actually live their lives, rather than asking them to change their schedules or let go of their commitments to fit a shift. We are hopeful this initiative will encourage more mothers to explore this, positively impacting their lives and becoming financially independent.”
Apart from the financial literacy training conducted in partnership with National Stock Exchange (NSE), and safe sanitation tie-ups, Swiggy has various initiatives aimed at fostering inclusive economic opportunities and enhancing female participation in the gig economy.