“If I don’t embrace this megatrend now, I’ll lose the race of relevance to the generation entering the workforce,” says Amrit Ahuja, a brand consultant and coach who joined the gig, or freelance, economy in 2019 after working full-time for 30 years.
Ahuja, who describes herself as a “company of one”, worked with various global firms, including Meta India as communications director, before deciding to go independent. In 2023, she had so much work coming her way that she could pick and choose what matched her interest.
A June 2023 report, “Employment Trends in Gig Sector in India”, by recruitment