Authors: Professor (Dr.) Manisha V. Nain
Abstract: Purpose The gig economy has reshaped urban employment in India, but the openness that makes platform work attractive also drives high workforce turnover. This study examines how three human resource (HR) retention strategies — incentives, insurance and safety benefits, and flexibility in working hours — relate to the commitment and work frequency of food-delivery partners, using Zomato as the focal case. Design and methodology A descriptive research design was adopted. Primary data were collected through a structured, closed-ended questionnaire of fifteen items administered to 100 Zomato delivery partners across urban and semi-urban areas of Delhi NCR, selected by convenience sampling. Responses were analysed using percentage (frequency-distribution) analysis and presented through tables and charts. Findings Flexibility was the most valued and most consistently experienced benefit, with 75% of partners reporting high or moderate flexibility; 70% reported insurance coverage, and 65% were satisfied with incentives. A 65% commitment rate and 70% overall satisfaction indicate that the retention framework is moderately effective but incomplete: a 30% insurance gap and dissatisfaction with earnings among a significant minority remain material attrition risks. All three hypotheses — that incentives, insurance, and flexibility each strengthen commitment, work frequency, and retention respectively — were supported by the descriptive evidence. Implications The study offers platform managers an evidence-based, segmented retention agenda and contributes India-specific, firm-level evidence to the gig-work literature. Because the sample is small and non-representative, the findings are indicative rather than generalisable.
