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On International Women's Day, Zomato announced a significant update to its dress code policy for female delivery personnel, offering them the option to wear kurtas instead of the standard western-style t-shirts.
The decision came after numerous female delivery partners voiced their discomfort with the existing attire. Zomato's move to introduce kurtas aims to provide comfort and allow their female staff to maintain their cultural identity while on the job.
The announcement and public reaction
The announcement was made through a video post on Instagram, which quickly went viral, amassing nearly ninety lakh views and over 200,000 likes so far. The video featured female delivery drivers donning the newly introduced kurtas, expressing their gratitude towards the company for this thoughtful gesture.
The overwhelming positive response from the public included comments praising Zomato for its progressive initiative and marketing prowess.
"Favourite initiative 😍😍😍😍," a user wrote.
"How cool. Empowerment looks different for all," another wrote.
Interstingly, the video also got response from several known brands like Ajiolife, mamaearth, Blinkit, wforwoman, Manyavar, TVS Scooty, So Delhi, and Aqualogica, among others.
"not all superheros wear a red cape, some also wear a kurta ♥️," wrote Ajiolife.
"Some deliver choices, some deliver goodness, and some do both🌱," Mamaearth wrote.
"Even @zomato knows that nothing celebrates a woman better than a Kurta! 🌺," wforwoman wrote.
Netizens call for further improvements
Despite the positive reception, some comments urged Zomato to not stop at dress code changes but to also focus on improving wages, working conditions, and safety measures for their delivery partners.
Suggestions included the adoption of comprehensive safety measures and riding equipment similar to those provided to delivery partners in other countries, highlighting the need for a holistic approach to employee welfare.