Gig Economy Under Scrutiny: Brand Trust Tested by Worker Unrest and Regulations

• The Union Ministry of Labour directed quick commerce platforms like Blinkit, Swiggy Instamart, Zomato, and Flipkart Minutes to stop pressuring delivery workers for ultra-fast timelines.
• This intervention followed protests by delivery partners demanding fair pay, insurance, and an end to 10-minute delivery mandates, citing safety concerns.
• Experts emphasize a fundamental rethink of how platforms engage with gig workers, who are now seen as the economic and emotional backbone of consumer internet brands.
• Brand strategists highlight that gig workers are the most visible face of a brand, and their dissatisfaction directly impacts consumer perception and brand trust.
• Ignoring frontline concerns could lead to unionization pressures and abrupt regulatory changes, especially in dynamic markets like India.

Why It Matters: Gig economy platforms must prioritize fair treatment of workers to maintain brand trust and ensure sustainable growth.