Urban Company Lured Women Into the Gig Economy—Then Pushed Them Out

Pratima, an Urban Company beautician, was very excited at the end of 2022 when she realized she’d made it to the top 10 list of workers in her category in Bengaluru. If she continued to stay in the top 10 until April, she was told she’d be granted the company’s stock options that following November. “They call us partners, but don’t treat us like it,” said Pratima, requesting to be referred to under a pseudonym.

For women who were sold Urban Company’s promises of flexibility and empowerment, the shock of losing their livelihood or being forced to work longer and longer hours has been exacerbated by a sense of betrayal. The mismatch between the promise of these platforms and their reality becomes clear when the businesses move from their early growth phase, in which they are able to burn investors’ cash, to one where they have to start to turn a profit.

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