Zomato’s new brand film challenges everyday bias faced by women delivery partners

Mar 6: This International Women’s Day, Zomato, India's online food ordering and delivery platform, launched a film that spotlights a reality that many women delivery partners experience during their shifts. The film addresses the subtle biases faced by women delivery partners, reminding India that a delivery partner’s capability is not defined by their gender.

 While delivery partners typically undergo a guidance program before interacting with customers, the film flips the script by turning the lens on the society instead. Through a series of everyday moments across the delivery journey, from order pick up at the restaurant to delivering the order at the customer’s doorstep, women delivery partners encounter familiar reactions like surprise, curious stares and unexpected questions, at every step of the journey. Taking a cinematic spin, the delivery partners in the film break the fourth wall to address these reactions with light-hearted lessons that gently challenge these assumptions.

The campaign reflects a growing shift in India’s last mile workforce. As of February 2026, there are more than 3,500 monthly active women delivery partners, delivering more than 5 lakh orders monthly.

Commenting on the campaign, Anjalli Ravi Kumar, Chief Sustainability Officer, Eternal, said,

“At Zomato, we believe that building a more inclusive platform economy requires both access and acceptance. As more women step into roles across urban last-mile logistics, it is important that the ecosystem around them evolves as well. Creating an environment where women can work with confidence and dignity will be essential if India is to move closer to the aspiration of 70 percent female workforce participation by 2047, under the broader vision of Viksit Bharat 2047.“ 

Building a safer gig ecosystem.

Beyond this campaign, Zomato has been investing in building an ecosystem that offers safety and flexibility for women delivery partners through initiatives like:.

• 24×7 SOS emergency support: Available in 800+ cities, the emergency response system connects delivery partners to support like ambulance, police and an in-house response team.
• Address visibility at night: Between 7 PM and 5 AM, women delivery partners have the option to avoid locations where they may feel unsafe.
• City-specific chat support groups: All women delivery partners in the top seven cities are added to WhatsApp support groups for seamless communication, grievance redressal and peer support.
• Hotel delivery protocol: Women delivery partners delivering to hotels, lodges or guest houses can complete deliveries at the reception instead of going to rooms.
• Black zones reporting: Delivery partners can flag black zones (areas that may be difficult to navigate) on the delivery partner app to ensure their safety on the road. Over 300+ black zones have been identified so far, marking these areas unserviceable for a time period.