Online food delivery company, Jumia Food has launched an initiative aimed at recruiting more women riders in order to match the number of men working for the company.
With over 200 restaurants listed on the site, in Nairobi and Mombasa the recently appointed Managing Director Shreenal Ruparelia who replaces outgoing MD – Duncan Muchangi- pointed to the need for gender diversity as well as creating equal opportunities in the growing eCommerce industry.
Quoting a 2016 report by McKinsey which places women at 25 per cent share in male dominated fields, Celebrating female riders, whom the MD terms as heroes, she noted that the gender gap in the workforce is quite prevalent throughout all levels, citing what she refers to as “societal beliefs” as a major cause.
Mitchelle Khaemba, who takes pride as the company’s first female rider reiterates on the MD’s comments as she narrates her experience thus, “economically uplifting for women and a gateway for women to create a foundation for talent exploration to greater heights”
Mitchelle, who works alongside her husband Thomas Khaemba says the decision to join the Jumia Food fleet was well supported by her husband, even though her neighbours and extended family still act surprised by her otherwise “manly” occupation.
Kenya has very few number of Licenced drivers, and those who hold the licences are hardly employed since driving is considered a masculine job.