The GIG Economy as a Sustainable Entrepreneurial Pathway: Opportunities, Challenges and Risk

Abstract

The gig economy\'s explosive growth has created flexible, platform-based entrepreneurial opportunities that have drastically changed the global employment landscape. The role of gig work in promoting entrepreneurship is examined in this study, \"The Gig Economy as a Sustainable Entrepreneurial Pathway – A Study on Zomato Ltd.\" It focuses on the advantages, difficulties, and long-term sustainability of gig work for workers in India\'s digital labor market. In order to obtain thorough insights, the study uses a mixed-method research design that combines quantitative and qualitative techniques. A structured questionnaire was used to gather primary data from 50 Zomato delivery partners in major Indian cities. Secondary data came from academic publications, business reports, and policy documents, such as India\'s Booming Gig and Platform Economy (2022) by NITI Aayog. The association between work flexibility, job satisfaction, and entrepreneurial intention was evaluated using statistical techniques like regression analysis and correlation. The results show that the main factors boosting gig workers\' entrepreneurial mindset are flexibility, autonomy, and income potential. But issues like unstable income, no social security, and little opportunity for career advancement still exist. Gig work may be a route to self-employment if it is facilitated by strong institutional and organizational frameworks, according to a positive correlation between job satisfaction and entrepreneurial intent. To ensure sustainable gig entrepreneurship, the study suggests bolstering social protection, welfare, and skill development programs.

Introduction

The study examines the rise of the gig economy, driven by digitalization, technological innovation, and shifting workforce preferences, which is gradually displacing traditional full-time employment. Platforms like Zomato, Uber, Ola, and Swiggy facilitate flexible, task-based work, enabling workers to operate as micro-entrepreneurs. In India, the gig economy, particularly the food delivery sector, has expanded rapidly due to a youthful workforce, high internet penetration, and digital adoption. While gig work offers flexibility, low entry barriers, and income opportunities, it also entails challenges such as income instability, lack of social security, limited career growth, and job insecurity.

The study explores whether Zomato’s delivery model functions as a temporary employment solution or a sustainable entrepreneurial pathway. It reviews the gig economy’s development, theoretical perspectives (e.g., Self-Determination Theory, Platform Capitalism, and Labor Market Segmentation), and global evidence highlighting both opportunities and risks of gig work.

Using a mixed-methods research design, the study collected quantitative data from 50 Zomato delivery partners in Pune and Mumbai via structured questionnaires and qualitative insights from five interviews and one managerial interview. Analysis focused on work flexibility, income stability, job satisfaction, and entrepreneurial intent. Findings aim to assess the long-term sustainability and viability of gig-based entrepreneurship in India’s evolving digital labor market.

Conclusion

This study examined the gig economy as a potential sustainable entrepreneurial pathway, with specific reference to Zomato’s food delivery ecosystem in India. The findings indicate that gig work has emerged as a significant form of platform-based self-employment, particularly attracting young and educated individuals seeking flexibility, autonomy, and income opportunities. The high levels of perceived work flexibility and independence highlight the entrepreneurial nature of gig work, where delivery partners function as self-managed workers rather than traditional employees. Empirical analysis reveals a strong positive relationship between autonomy, work flexibility, and entrepreneurial mindset, suggesting that gig platforms can foster entrepreneurial intent by enhancing self-efficacy and decision-making capabilities. Many delivery partners view gig work as a transitional phase that enables skill development and financial independence, potentially leading to future self-employment or business ownership. However, income instability, occupational risks, and the absence of social security remain critical challenges that limit the long-term sustainability of gig-based entrepreneurship. The study concludes that while Zomato’s platform effectively enables technology-driven micro-entrepreneurship, structural support mechanisms are essential to transform gig work into a stable and equitable career pathway. Integrating social protection, skill development, and financial inclusion measures can significantly enhance worker well-being and long-term prospects. Overall, the research highlights a broader cultural shift from traditional employment toward platform-enabled entrepreneurial work, emphasizing the need for balanced organizational and policy interventions to ensure inclusive and sustainable growth of the gig economy in India.

References

[1] Boston Consulting Group. (2021). The Future of Work in India: Inclusion, Resilience, and Productivity. [2] De Stefano, V. (2016). The Rise of the “Just-in-Time Workforce”: On-Demand Work, Crowd Work, and Labor Protection in the Gig Economy. Comparative Labor Law & Policy Journal, 37(3), 471–503. [3] FICCI & Deloitte. (2022). Redefining Work: A Study on India’s Platform Workforce. [4] International Labour Organization (ILO). (2022). World Employment and Social Outlook 2022: The Role of Digital Labour Platforms in Transforming Work. [5] Kässi, O., & Lehdonvirta, V. (2018). Online Labour Index: Measuring the Online Gig Economy for Policy and Research. Technological Forecasting & Social Change, 137, 241–248. [6] McKinsey Global Institute. (2016). Independent Work: Choice, Necessity, and the Gig Economy.

Copyright

Copyright © 2025 Dr. Ujwala Narkhede, Rupesh Patil, Pranav Meshram, Aman Khobragade. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.