Bengaluru, Oct. 15 -- When Jitendra Gupta lost his job with a television firm in Mumbai amidst the pandemic, he tried for a similar position in other media companies. With a freeze on hiring activity across industry, and a new-born child in the family, it became tough for him to manage even daily expenses.

Like many of his peers, he joined the gig economy workforce. Gupta now works as a delivery executive for an e-commerce firm, as online companies are on a hiring spree ahead of the festive season.

E-commerce firms have come to the rescue for many, as they hire across delivery and logistics, with demand also led by customer service and warehousing functions.

With covid-19 pandemic pushing the needle on digital, online festive sales are...