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India’s festive season is set to generate up to 2 lakh new jobs, with tier II and III cities driving the majority of the demand, according to a report by global talent solutions firm NLB Services.
Hiring activity during the festive period has risen by 20–25% compared to last year, said Sachin Alug, CEO of NLB Services. The surge is being led by sectors such as quick commerce and third-party logistics, buoyed by increased investments in supply chain infrastructure and last-mile delivery capabilities.
A key trend this season is the growing dominance of gig roles, which are expected to account for 70% of the new positions. The remaining 30% will be permanent roles, reflecting companies' move towards a blended workforce model that prioritizes both agility and scalability.
“Large Q-commerce and e-commerce players are projected to retain about 26% of the expanded workforce beyond the festive period,” Alug noted, indicating a structural shift rather than a temporary hiring bump.
Unlike previous years, where 70–75% of gig roles were phased out post-festivities, workforce demand is now expected to stabilize at higher levels.
Tier II and III cities such as Bhubaneswar, Kochi, Indore, Surat, and Nagpur are expected to see a 30–40% increase in gig hiring compared to last year. These cities are emerging as micro-fulfilment hubs for retail and e-commerce, with tier II locations accounting for 47% of total gig hiring during the last festive season — a figure expected to rise to 50% in FY26.
Another significant shift is the rising participation of women in the gig economy. Sectors such as customer experience, delivery, grooming, and food services are expected to see a 30–35% increase in women taking up short-term or flexible roles compared to last year.
Additionally, over 35% of companies are now viewing festive hiring as part of a long-term talent strategy, investing in pre-festive skilling and rethinking workforce diversity goals.
“Companies are increasingly treating the festive season as a testing ground for agile and inclusive workforce models,” Alug added.
The report highlights a broader transformation in India’s festive job market — from a seasonal hiring spike to a more strategic and sustainable employment opportunity across sectors and regions.
(Source: PTI)
