Long gone are the days when women were considered timid, weak and too faint hearted to compete with men in major walks of life. From Tamgha E Imtiaz to Oscar Pakistani women have proved themselves time on and time forth. Women empowerment is not chanting slogans but proving ones worth and climbing the success of ladder crossing all those gender barriers.
Recently while scrolling down my hand held device I came across an interesting video, where a young girl was talking about her scooty. It immediately caught my attention and scrolling further more I saw another video of a girl with a bike. While closely looking at the videos I noticed a similar green & white logo and branding on both the rides which sparked my inquisitiveness even more.
I further on searched for the brand name and came across the fact that CallCourier, one of the top leading delivery services has instigated an initiative by providing equal opportunity employment to both genders by bringing in female delivery riders.
CallCourier seeks to provide women riders equal chances and believes they are more productive than their male counterparts. While trying to further get into details we asked Mustafa Farrukh, Manager Marketing if CallCourier is actually one of the first companies to initiate female riders, to which he informed, that CallCourier is indeed the first Logistics company to bring forward this great initiative to empower women and provide equal opportunity employment.
He further shared that, there are other organizations who have done the same by hiring female riders, whereas CallCourier is the first one to do so in the Logistics Industry, it is indeed a challenging job for our riders but we are always standing in support of our team.
A woman on a bike reflects her independence. Women make up 20 percent of motorcyclists, a figure that has doubled in the past decade alone, according to a study by the Motorcycle Industry Council. That number is even larger in some communities of color. Managing a motorcycle will definitely instill a sense of confidence, adventurism, daring and individualism. As female motorcyclist, inspires more women to follow suit.
CallCourier started this initiative with just five female riders in Lahore and within a span of 12 months, spread over other major cities like Karachi, Islamabad etc. Currently, CallCourier is working on a specific ‘Last-Mile-Delivery’ model within the logistics industry. It is a COD service only, and is working with more than 10,000 e-commerce businesses and delivering to over 700 destinations nationwide within 24-48 hours. However, major steps have been taken towards expanding their services across Pakistan in 2021.
While talking about this initiative, Manager Marketing said, “To support our female riders we have provided them with flexible work hours, health coverage and better than market salary packages along with a scooty for them at hiring. We want to empower women because we believe that they play an important role in determining the economy and future.”
Hence to conclude we gravely applaud this initiative by CallCourier towards Women Empowerment and hope that more companies would follow this approach this in their upcoming endeavors.
