Even Cargo: India's Women Only E-commerce Logistics Company
In 2016, a social entrepreneur founded Even Cargo in Delhi, India to provide last-mile logistics by employing only women. Even Cargo trained and provided employment opportunities to women from underprivileged backgrounds, usually as their first job ever outside the home. The company encountered various challenges, including resistance from patriarchs and gender bias. The founder remained persistent in his goal to establish Even Cargo as a successful social enterprise in Delhi and eventually expand into smaller Indian cities. However, a prevalent patriarchal mindset and gender inequality were deeply ingrained in these areas, which would make this goal considerably more difficult to achieve. What strategies could the founder consider to realize his business growth and expansion objectives? Venkatesh Murthy is affiliated with . Amit Anand Tiwari is affiliated with Indian Institute of Management Rohtak. Samrat Gupta is affiliated with Indian Institute of Management Ahmedabad. Mahesh Agarwal is affiliated with .