In the latter half of 2024, Amazon Retail India Private Limited (Amazon India), the Indian division of Amazon.com Inc., intensified its efforts for rapid growth by planning its next big leap into the quick commerce segment of the online retail market. By December 10, 2024, the company had formally announced its foray into the segment. However, Amazon India was also facing an alarming situation in its warehouse and delivery workplace. To successfully make a foray into the quick commerce sector, Amazon India would have to immediately address the issues affecting its warehouse and delivery workers. As preparations for the public rollout of the quick commerce service model moved into the final phase in late December 2024, Amazon India’s leadership team was pressured to respond to media reports of poor working conditions at its fulfillment centres and warehouses. How could Amazon India ensure that worker well-being was paramount as it prepared to launch the new quick commerce initiative?
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