Hiring frenzy: ICC Men's Cricket World Cup boosts India's job market

The ongoing ICC Men’s Cricket World Cup 2023 in India has ignited a hiring frenzy across various sectors, with e-commerce firms, food delivery platforms, and hospitality companies leading the charge.

Staffing firm TeamLease anticipates that over 100,000 temporary jobs will be created as businesses gear up for increased consumption during the tournament, which features 48 matches and runs until November 19.

“Large events like the World Cup lead to hiring in both core and ancillary sectors," explained Vijay Sivaram, CEO of Quess Staffing. Hospitality, restaurants, and cab-sharing platforms have all witnessed a spike in hiring, as well as food delivery, quick commerce, alcohol, soft drinks, media, and online gaming companies. Analysts at Jefferies predict a boost in consumption, prompting companies to roll out World Cup-specific promotions on match days.

Quick commerce firm Zepto and same-day delivery platform Zippee have increased their workforce to manage the expected surge in demand. However, the hiring spree has presented challenges, especially in southern Indian cities, where the tournament coincides with the festive season and ongoing promotional offers by large e-commerce platforms like Amazon and Flipkart.

Despite these hurdles, companies are actively recruiting to capitalize on the consumption uptick driven by the World Cup, showcasing the dynamic economic impact of major sporting events.

“This will be led by food aggregators for sure. Secondly, in cities where matches are taking place, hospitality as a whole will see a spike in demand for staff. On all match days nationally, you will see a spike in food ordering; that aside, a lot of food establishments are using this World Cup to attract footfalls at their restaurants, and that will lead to additional hiring too. In fact, we expect a spike in mobility services too with a demand for drivers etc. as people move around to watch the matches," said Balasubramanian A., Vice President and business Head at TeamLease Services.

Despite the challenges, the proactive approach of businesses highlights the transformative economic influence of major sporting events, not only on the field but also in the job market, as companies scramble to meet the demands of enthusiastic consumers during this thrilling cricket season.

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