The irony of her first — and only — cash on delivery purchase isn't
lost on Mili Srivastava, a senior corporate executive in Hyderabad. In
September this year, she bought a copy of Maya Angelou's book I Know Why
the Caged Bird Sings on Flipkart. And, rather than enjoy the first in a
seven-volume series detailing the struggles of the African-American
writer, she discovered the title was, in a cruel twist of fate, symbolic
of her struggle with the online retailing giant.
When the book was delivered to her house, Srivastava wasn't home.
Instead, her young domestic help was, but without the cash to pay for
the book. So, she borrowed some money from a neighbour; on her return
the delivery man made a grab for her. Thanks to force of will and some
situational awareness (the maid dialled the neighbours on an intercom
during her struggle), she slipped free and the delivery boy bolted.
"Would he have had access to my house if he wasn't delivering a Flipkart
parcel," asks an irate Srivastava.
The many shades of deliverymen are a vital cog in the business model of internet-enabled businesses. They are the face of a business that is otherwise conducted on a computer (or phone or tablet) screen. And as more women become part of the business model — especially as customers — their safety is under threat. Hiring an army of fitters, drivers and deliverymen may be integral to the survival of the business, but the companies here are yet figuring out how to keep women customers safe. For two days, Srivastava adds, she tried to reach Flipkart. Instead of prompt action, she says, her complaint slipped through the cracks, into a general pool dealing with an assortment of less pressing issues. It was only when she took to social media and to the local law enforcement that Flipkart responded. "Senior executives have called and visited me, but there has been no written apology from them, which is something I want," says Srivastava.
Instead, they have made an offer to pay for a vocational training programme for the maid, an offer she has declined. "I bought a service from you as Flipkart and that service was deficient, therefore I should be compensated," she contends. A Flipkart spokesperson explains that the leadership has been in touch with the family and "will partner with them every step of the way to ensure the case reaches its logical conclusion".
Flipkart points out that the accused has been arrested (for allegedly trying to outrage the modesty of a woman), and that the matter is being investigated by the law enforcement authorities.
Question of Safeguards
"The safety of our customers is of utmost importance to us: we have a very strong business ethics policy that binds not only our employees but also our business partners. We have zero tolerance for such behaviour and strictest action has been taken for this unfortunate incident that happened in September," says the company spokesperson. "We have been cooperating fully with the police... We have worked very closely with our manpower sourcing partner to ensure that all documents requested are being furnished immediately."
The spokesperson adds that Flipkart has taken up the matter "very strongly with all our manpower sourcing partners to ensure even more stringent background checks are being done, including police verification".
The many shades of deliverymen are a vital cog in the business model of internet-enabled businesses. They are the face of a business that is otherwise conducted on a computer (or phone or tablet) screen. And as more women become part of the business model — especially as customers — their safety is under threat. Hiring an army of fitters, drivers and deliverymen may be integral to the survival of the business, but the companies here are yet figuring out how to keep women customers safe. For two days, Srivastava adds, she tried to reach Flipkart. Instead of prompt action, she says, her complaint slipped through the cracks, into a general pool dealing with an assortment of less pressing issues. It was only when she took to social media and to the local law enforcement that Flipkart responded. "Senior executives have called and visited me, but there has been no written apology from them, which is something I want," says Srivastava.
Instead, they have made an offer to pay for a vocational training programme for the maid, an offer she has declined. "I bought a service from you as Flipkart and that service was deficient, therefore I should be compensated," she contends. A Flipkart spokesperson explains that the leadership has been in touch with the family and "will partner with them every step of the way to ensure the case reaches its logical conclusion".
Flipkart points out that the accused has been arrested (for allegedly trying to outrage the modesty of a woman), and that the matter is being investigated by the law enforcement authorities.
Question of Safeguards
"The safety of our customers is of utmost importance to us: we have a very strong business ethics policy that binds not only our employees but also our business partners. We have zero tolerance for such behaviour and strictest action has been taken for this unfortunate incident that happened in September," says the company spokesperson. "We have been cooperating fully with the police... We have worked very closely with our manpower sourcing partner to ensure that all documents requested are being furnished immediately."
The spokesperson adds that Flipkart has taken up the matter "very strongly with all our manpower sourcing partners to ensure even more stringent background checks are being done, including police verification".
To be sure, the incident has spurred the e-commerce giant into action.
The spokesperson points out that the training and the operations
managers have undertaken a series of communication sessions with
delivery staff/partners across the country to reiterate a zero-tolerance
policy on such matters. "They are being educated on the pursuant
actions in case their staff violates these policies in any way. There is
also a complete review being undertaken of our response system for
matters of such gravity. Flipkart will ensure that such instances are
dealt with and addressed within significantly shorter timeframes going
forward."
In addition, delivery partners undertake a fourstage employee verification process to try to weed out the bad apples, and are committed to making their customers feel safe, says the spokesperson. This case of an assault on a woman, and more recently the alleged rape of a woman by a driver associated with Uber, highlights the growing gender insensitivity of e-commerce firms, say activists.
They are putting business ahead of the safety of women customers, they claim. They argue that these companies aren't doing enough to protect women, who form at least half their customers. "The se companies generally do not give any thought to women's safety, with a few (rare) exceptions... MNCs usually follow double standards with regard to safety clauses on most counts, be they environmental or related to social aspects when they operate in third world countries like India," says Indu Agnihotri, director, Centre for Women's Development Studies.
In addition, delivery partners undertake a fourstage employee verification process to try to weed out the bad apples, and are committed to making their customers feel safe, says the spokesperson. This case of an assault on a woman, and more recently the alleged rape of a woman by a driver associated with Uber, highlights the growing gender insensitivity of e-commerce firms, say activists.
They are putting business ahead of the safety of women customers, they claim. They argue that these companies aren't doing enough to protect women, who form at least half their customers. "The se companies generally do not give any thought to women's safety, with a few (rare) exceptions... MNCs usually follow double standards with regard to safety clauses on most counts, be they environmental or related to social aspects when they operate in third world countries like India," says Indu Agnihotri, director, Centre for Women's Development Studies.
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