The World Cup increases temporary employment as corporate spending rises

 The World Cup increases temporary employment as corporate spending rises

New Delhi: In preparation for a surge in demand during the ongoing ICC Men's Cricket World Cup, which is presently being hosted in India, e-commerce enterprises, food delivery platforms, and the hotel industry have increased recruiting of part-time employees.

The World Cup is expected to create over 100,000 new jobs in the coming days, according to staffing firm TeamLease, with demand from food delivery services, quick commerce platforms, mobility services, and hospitality companies that have made plans to capitalize on the tournament's return to India after a 12-year hiatus being particularly strong.

The 13th ICC Men's Cricket World Cup, which got underway on October 5, is being held in India. Teams are expected to play a total of 48 matches during the competition, which will culminate on November 19.

"Big events like the World Cup encourage recruiting in the primary and secondary sectors. In this situation, the employment in the hotel, restaurant, and ride-sharing sectors would have witnessed a boost. Additionally, this World Cup coincides with the holiday season, which has merchants and e-commerce companies increasing their gig labor, according to Vijay Sivaram, CEO of Quess Staffing, a sizable employment agency.

The World Cup and the present holiday season would boost consumption overall, analysts at Jefferies said in a statement on the event last week. Movie theaters, amusement parks, and offline brick-and-mortar stores might see decreased foot traffic on India match days. On the other hand, the event need to promote online gaming, fast commerce, alcohol, soft drinks, media, and food delivery. On game days, we anticipate businesses to conduct World Cup-specific promotions in an effort to capitalize on the increased consumption.

Quick commerce company Zepto has employed more staff in preparation for a spike in orders. Swiggy, a food delivery service, made no comments on World Cup-specific recruiting.

With the rise in demand for in-home orders, same-day delivery platform Zippee, which partners with consumer brands including Epigamia, Sepoy & Co., and Haagen Daaz, said the firm has boosted last-mile access. The business runs dark storefronts in a number of cities from where it satisfies brand demand. Yes, according to Zippee creator Madhav Kasturia, "We ourselves have increased our last-mile muscle to manage the surge."

According to Balasubramanian A., vice president and business head at TeamLease Services, the competition will bring another 100,000 jobs over a 45- to 60-day timeframe.

Definitely, food aggregators will take the lead in this. Second, there will be a surge in demand for workers in the hotel industry generally in the cities where matches are being held. There will be an increase in food orders on all national match days. In addition, many restaurants are utilizing the World Cup to draw more customers, which will result in more employment. In fact, as people travel about to watch the games, we anticipate a rise in demand for drivers and other mobility services, he said.

However, Balasubramanian said that since the competition falls during India's holiday season, businesses are finding it difficult to get qualified employees. The holiday season deals being promoted by major e-commerce sites like Amazon and Flipkart also increase demand for last mile personnel.

"The conflict is more intense in southern cities than it is in northern ones. The conflict in the western region of India is mild, he said.