India’s quick-commerce industry just witnessed a major milestone. Zepto, one of India’s leading quick-commerce platforms, has launched its first-ever women-only dark store. Launched in Chennai’s Madambakkam area, this store is called the Zepto Pink Store. This initiative is a significant step towards workplace inclusivity and gender empowerment. Moreover, it reinforces Zepto’s commitment to breaking barriers in the gig economy.
Zepto Pink Store: A bold step towards workplace inclusivity
At the Zepto Pink Store, every order in the Madambakkam region is picked, packed, and processed by an all-women team. That makes it a pioneering model for gender representation in India’s logistics and e-commerce sector.
One of the most inspiring aspects of this initiative is the story of Vinitha, the Store Manager. She joined Zepto in September 2023 as a delivery partner and, within months, climbed the ranks to become a leader at the Pink Store. Her journey reflects Zepto’s culture of recognising talent and fostering career growth, regardless of gender.
“We’re incredibly proud of the launch of the Pink Store and the team behind it. Vinitha’s story is a testament to the opportunities available to women in the quick-commerce industry, and we are excited to continue supporting women as they break barriers and thrive in their careers.” – Aadit Palicha, Founder at Zepto.
The bigger picture: Women in quick-commerce
Women’s participation in gig and quick-commerce jobs has historically been low. This is primarily due to safety concerns, workplace biases, and limited leadership roles. However, initiatives like the Zepto Pink Store signal a shift towards creating safer, more inclusive workspaces where women can excel rather than participate.
Zepto plans to expand this concept to other cities, aiming to create a ripple effect in the industry. If executed effectively, this model could redefine how companies approach gender diversity in logistics and quick-commerce.
Changeincontent’s perspective: A progressive step, But is “Pink” the right choice?
At Changeincontent.com, we strongly applaud Zepto for leading the way in women’s workforce empowerment. Their move to create an all-women dark store is a much-needed initiative in an industry where gender disparity is still stark.
But here’s our question: Why call it the “Pink Store”?
Yes, it’s a catchy name. Yes, it’s meant to symbolise women’s presence. But isn’t it time we stop associating gender with colour?
If the goal is true inclusion, shouldn’t workplaces avoid labels that reinforce gender stereotypes?
Why not just call it “Zepto Women’s Dark Store” or something that emphasises skill, efficiency, and leadership rather than colour?
While this initiative is commendable, we hope future expansions will move beyond pink as a gender signifier and focus purely on what matters—opportunity, growth, and inclusion.
The final thoughts on Zepto Pink Store: The future of inclusive hiring
The Zepto Pink Store is a bold step in reshaping workplace diversity in India. It opens doors for more women to take up leadership roles in quick-commerce, an industry traditionally dominated by men.
However, actual progress is about normalising women’s presence without unnecessary gender markers. As more brands take inspiration from Zepto’s initiative, the hope is that gender inclusivity becomes an everyday reality, not an exception.
Would you like to see more women-led workplaces in India’s quick-commerce sector? Drop your thoughts in the comments.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
