Interviews Enabling gig workers economy in India!

CXOToday has engaged in an exclusive interview with Mr. Vidyarthi Baddireddy, Co-Founder & CEO at PickMyWork.


Brief us about the company, its specialization, and the special services your company offers.

PickMyWork, based in Gurugram, Haryana, is a gig platform that assists internet companies in acquiring end customers, including shops, for their products at an extremely low CAC.

While, Indian youth got acquainted over the last 5 years to delivery gigs working for food delivery and hyperlocal apps such as Swiggy, Zomato, and Big Basket, the founders developed PickMyWork, a pay-per-sale gig platform where sales gigs could be accomplished for internet companies with the promise of 3X earnings/hour of effort compared to delivery gigs.

Many consumer tech companies are partnering with PickMyWork to improve ROI and achieve faster results in tier 2 and tier 3 cities, where businesses face difficulties in penetrating the market. PickMyWork enables consumer tech firms to concentrate on what they do best: creating technological solutions, while PickMyWork leverages its on-field gig partner network to facilitate the customer acquisition. In just over three years, PickMyWork has built a robust network of 4,00,000 gig workers and acquired over 600k end customers for its clients. The base to gig workers is rapidly at a rate of 20-25% month after month.


What inspired you to establish PickMyWork? Can you share the details of your current responsibilities towards your target audiences?

Prior to founding PickMyWork, the founders discovered that even after designing high product lines, internet companies struggle to expand and attract more customers. The two channels available to them are unreliable. Online channels are expensive and do not result in transactional customers for internet companies. Managing in-house sales teams on the ground to sell the product to end users is a major inconvenience that does not yield quick results. It is more expensive, causes slower work, and is not designed for hyper scaling. By-passing these alternatives, PickMyWork established itself as India’s largest gig platform, with plug & play network of gig workers for hyper scaling and creating meaningful value for internet companies.

Its clients include brand names like Meesho, Freecharge, IndusInd Bank, Jar, Fi Money, Amazon Pay, and Lendbox.


Tell me about your mission and objectives from when the company was set up.

After its inception, the mission and objective of PickMyWork were to heavily capitalize on the golden era when the fintech and consumer internet revolution, powered by the hat trick of inexpensive smartphones, cheaper internet, and UPI/wallets, was disseminating beyond metropolises. This resulted in a massive demand from internet companies to rapidly upgrade in Tier II, Tier III, and Tier IV locations. However, Internet companies recognized that hiring and managing sales representatives and having them on payroll across the nation, risking fixed salary costs for the same, was not a workable solution. This required newer models of sales and distribution, which PickMyWork was prepared to provide and has now build an expertise in UI.


Brief me about how your brand is contributing towards revolutionizing the gig economy in India.

PickMyWork has significantly contributed to the growth of the gig workforce and the gig economy. PickMyWork has successfully met the needs and aspirations of all segments of society, from Generation Z to Millennials, who are searching for an opportunity to adopt new ways of working and put their professional skills to use. The PickMyWork mobile app lists Internet products that need to be sold to end users (individual users/shop owners). Live Webinars and pre-recorded training videos are available along with an end test for each product to improve the understanding of the gig workers. Youth who want to earn extra money can download the PickMyWork mobile app from the Google Play store and begin earning when a sale is completed successfully. In addition to providing the flexibility and freedom to work from anywhere that traditional full-time employment lacks, PickMyWork also provides avenues to upskill its workers.


How has this year changed for you in terms of picking up more jobs and helping people?

PickMyWork has had a meaningful year in terms of providing enormous earning opportunities for workers, particularly those who lost their jobs due to the pandemic in Tier 1 and Tier 2 cities. The brand has been aggressively taking up 25,000 gig workers every month as it expanded its business across the nation including Karnataka, Uttar Pradesh, Rajasthan, Bihar, Delhi, and Punjab. PickMyWork has also announced plans to facilitate supplemental income opportunities for 500,000 gig workers in FY23 by penetrating deeper into the existing geographies and adding at least 10 more states to its gig network. Following the current growth rate, PickMyWork will be able to easily cover pan India in the next five years.


Planning to increase your partner base in India, what would be your go-to strategy to scale your platform across India?

Particularly since the global pandemic hit, the gig economy has grown significantly in popularity. Businesses that at first thought that face-to-face interactions were the only way to conduct business were forced to abruptly change course and become more flexible and dynamic in their customer interactions. While the global pandemic-inspired digital transformation is constantly rewriting the marketing landscape, PickMyWork is increasingly educating its workers on marketing tactics to meet client demands. By providing gig workers with various skill sets, promising pay options and giving companies access to a larger market, PickMyWork has garnered a lot of interest in their app from different states across India.


What would be the brand’s growth and expansion plan for the upcoming years?

PickMyWork is working diligently to mark its footprints in new geographies, upskill its gig workers, and lay the groundwork for its clients to ramp up and acquire new customers. As new-age startups emerge in the Fintech, D2C, and Social Commerce spaces, PickMyWork envisions being the favoured distribution network for all emerging startups. PickMyWork targets to onboard 2 million agents on its digital distribution network by the end of 2023 as well as to strengthen its plug-and-play network for seamless hyper scaling internet companies.

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