e-commerce
Swiggy reimagines Santa Claus, pays tribute to Women Delivery Partners
MUMBAI: Swiggy, India’s largest food delivery platform, unveiled a compelling digital film celebrating the efforts of women delivery partners. As the market leader in India, Swiggy has set precedence in making the workforce more gender inclusive, and their Christmas campaign is reflective of their push for encouraging more women in the workforce.
The digital campaign redefines Santa Claus by drawing parallels between Santa Claus and Swiggy’s delivery partners; specifically, their women delivery partners. Much like Santa, delivery partners work tirelessly and travel great distances to deliver food to thousands of homes. The film captures the start of the day of a woman executive as she prepares to set out for work to deliver food. The campaign relooks at how we define Santa Claus and acknowledges that many of these partners are women, balancing personal lives while taking on the role of a Santa delivering food.
The campaign celebrates the brand’s growing fleet of women delivery partners. Commenting on the campaign, Srivats TS, VP Marketing, Swiggy said “Deliveries have for the longest time been a predominantly male focused job. But, by hiring women delivery partners, we want to give equal opportunities for both men and women.” He added, “When we think of Santa, the first thing that comes to mind is a rotund, jolly man. With this film, we wanted to change that and show how beautiful it is when women have the same opportunities as men and stereotypes are questioned. In this case, a single mother gets the chance to play Santa – not just by delivering food – but by being empowered to support her child.”
Women are an integral part of Swiggy’s delivery fleet. There are over 200 women delivery partners who are a part of the 1,20,000 strong fleet, and Swiggy is looking at scaling this up to 2,000 by the first quarter of 2019.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
