Platform and Worker

Wage, Welfare and Worth

In response to last week’s newsletter, some of you have commented about the difference between the professionals on platform vs ordinary workers who might be left behind in post covid platform’ed world. Experts are also talking about K-Shaped recovery in pandemic and post-pandemic world where the gap between Haves and Have-nots keeps on increasing.

Shekhar Gupta @ShekharGupta

‘Indian economy is heading for a K-shaped recovery and it won’t be a pretty sight’ T N Ninan writes

bit.lyIndian economy is heading for a K-shaped recovery and it won’t be a pretty sightK-shaped recovery means the growing gap between ‘winners and losers’. An example in India is the stock market being healthy while millions have lost their jobs.

There is a strong chance that people with high wages with the ability to work from home and possessing liquid wealth assets to survive during the recession would be on the upward arm of curve and those with low wage/without ability to WFH/no liquid assets would continue on the downward slope.

Thanks for your responses about IKIGAI and your own life’s trajectory in terms of work. If you started thinking seriously about your passion and more importantly, started monetising it then keep at it.And, if somebody forwarded this email to you, please sign up for an awesome, dis-intermediated and fruitful relationship by clicking on following link and subscribing to the newsletter.

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DTW

During the Week, Indian Parliament passed three important labour laws- Industrial Relations Code, 2020, the Occupational Safety, Health and Working Conditions Code, 2020 and the Social Security Code, 2020. According to a report published in The Hindu -“The Social Security Code will extend the scope of the Employees State Insurance Corporation to all 740 districts in the country and that of the Employees’ Provident Fund Organisation to all institutions with 20 or more workers as well the self-employed.” (Emphasis mine). The government has also emphasised that mobility platforms, foodTech and grocery services, logistics players, e-marketplaces (both B2B and B2C) as well as platforms in the travel/tourism, health/fitness and media/content sectors would be considered as aggregators for this Social Security Code 2020.

I have discussed about the evolving relationship of work and platform as well as how platforms have been modifying the nature of work. The term frequently used is Gig Economy or Shared Economy or On-demand Work. I would use the terms interchangeably in this newsletter. I have spoken about Platform and Work in general here and Platform and Passion here but this newsletter is about Platform and Blue Collar or Manual Labour (Skilled and Unskilled). I can visualise this relationship through the lens of Wage, Welfare and Worth.

First, Wage for Blue Collar work has been transformed. There has been a shift towards increasing digitisation of even informal work. Millions of workers have their work being determined by an algorithm and advent of cheap internet enabled smartphones have pulled many of the younger blue collar workers into the Gig Economy specially on-demand delivery. I still remember typical Indian jugaad of ‘'hiring’ somebody to stand in ATM queue during the demonetisation drive in 2016.

IndiaToday @IndiaToday

App #BookMyChotu is providing paid, temporary helpers who would stand in queues outside banks and ATMs for you.

indiatoday.intoday.inBook my chotu: Delhi-based startup provides helpers for standing in ATM, bank queuesSince the demonetisation drive by prime minister Narendra Modi was announced, one constant in front of banks and ATMs are long queues. This Delhi-based startup is trying to monetise this opportunity. Here is how!

Platforms like Betterplace have created solutions for corporates to manage blue collar workers right across hiring, managing and engaging them. They have also designed a collaboration with National Skill Development Corporation (NSDC) titled ASEEM (Aatamanirbhar Skilled Employee Employer Mapping ) which aims to map supply of skilled workforce with the market demand, thereby facilitating better livelihood opportunities. There have been concerns about more people pushed into non-standard work as companies might find it easier and cheaper to engage with online platforms for hiring the unskilled/skilled labour and thus avoid paying social security dues.

Second, Welfare of Blue Collar worker on platforms has been a growing concern. There have been multiple instances of unbearable long hours put in by gig workers as well as risky behaviour to keep up with the unrelenting demand of the algorithms for efficiency/speed. Many of us would be familiar with Zomato delivery partner eating lunch which was supposedly meant for delivery.

It created a huge outcry but may be many of us failed to understand the pressure on food delivery partners to work non-stop especially during peak “lunch/dinner” slots. New York Times has reported on the video game practices at Uber to keep the driver partners hooked to their rides by applying some of the “psychological inducements and other techniques unearthed by social science to influence when, where and how long drivers work”. The latest Social Security code may bring some solace for gig workers in terms of ensuring workplace related benefits. During pandemic , many gig platforms have stepped forward to provide financial and health care related support. Multiple campaigns by aggregators to create unique identities for their gig partners have been launched across industries.

Third , in Worth lies the true meaning of Work. We must also appreciate the dignity that platforms have brought to some professional by providing an identity mostly through company-branded clothes and accessories. One of the pioneers of Social Enterprise is Jaipur Rugs which has empowered thousands of artisan households by connecting them to a wider demand from across the world.

JaipurRugsFoundation @JRFIndia

It’s the learning not the experience that counts.. Sugna is 24 years old and has been weaving rugs from past two years. Her skills are beyond her experience. She enjoys her time at the loom and loves the concept of Manchaha, it makes her feel independent. #JRF #knowyourartisans

Many of us have found true meaning of life through our work. Unfortunately, the going trend of gig workers has meant lesser opportunities to up-skill , potential of deskilling of jobs, and the reduction of employee involvement & empowerment in their work settings.

OTW

Over the Weekend, I started reading Pragmarketism by Trupti and Arvind Bhandari. Trupti was part of the panel discussion during Conclave 2020 organised by Marketing Conclave organised by Maverick : The official Marketing & Strategy Club of IBS Hyderabad and made multiple insightful observations about Indian consumers. You can watch the recordings of Day 1 and Day 2 on the MaverickIBS YouTube Page.

Trupti Bhandari @trupti_bhandari

Pragmarketism - a whole new marketing approach based on Indian sensibilities and our practical experience of 45 years on 30 brands , to win over the digitally evolving desi consumer !

The book is an easily relatable text as it draws on authors’ combined experience of 45 years launching and managing successful brands in FMCG, Durables and Media amongst others. One of the interesting insight which caught my attention was that authors talked about caste and class in India. This is even more significant because caste/class are closely related to occupational hierarchy in India and in some sense platforms have been able to break this rigidity. Murad, a character played by Ranveer Singh in Gully Boy tries to break this stranglehold on his upward mobility by latching onto , guess what, a platform (YouTube).

On our part, let us be more respectful to the delivery workers, shared cab drivers and platform based professionals who are risking their own health to ensure that we live a protected life. Just smile or may be say thank you for their service.

I Love You.

Shailendra