Zomato has released a new brand film ahead of International Women’s Day that highlights the everyday biases faced by women delivery partners during their shifts.
The film captures a series of moments from the delivery journey, from order pick-ups at restaurants to drop-offs at customers’ doorsteps, showing how women delivery partners often encounter reactions such as surprise, curiosity and unsolicited questions about their presence in the role.
The brand film:
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Instead of focusing on the delivery partners alone, the narrative shifts attention toward society’s perceptions. In several scenes, the delivery partners break the fourth wall to respond to these reactions with light-hearted commentary, gently questioning the assumptions people often make about women working in last-mile logistics.
According to the company, the campaign reflects the gradual increase in women joining the delivery workforce. As of February 2026, the platform has over 3,500 monthly active women delivery partners, collectively delivering more than 5 lakh orders each month.
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.“
Beyond the campaign, Zomato said it has introduced several measures aimed at improving safety and flexibility for women delivery partners. These include a 24×7 SOS emergency support system available in more than 800 cities, optional address visibility controls at night, city-specific support groups for women delivery partners, and protocols that allow deliveries at hotel receptions rather than guest rooms.
Delivery partners can also flag difficult or potentially unsafe areas through the app’s 'black zones' reporting feature, with the company noting that over 300 such locations have been identified so far, where services may be temporarily restricted for safety reasons.
