BENGALURU : Driver entrepreneurs. Delivery partners. Hosts. On-demand. Flexible hours. The clever corporate jargon was just one of several strategies deployed by new-age online marketplaces—like Uber, Ola, Airbnb and Oyo—in order to persuade blue-collar workers and suppliers to sign up with their platforms.
They were convinced by the gig economy companies to ditch traditional forms of employment and instead adopt a new way of working in which they supposedly had greater control of their time, money and lives.
Asset-light platforms would provide technological, marketing and, sometimes, logistical support, while workers and suppliers would become freelancers on these platforms, providing on-demand services to customers.
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