In an attempt to break barriers in a conservative society like Pakistan, the on-demand ride service, Careem, recently announced its plans to increase hiring of women drivers to join its workforce in a country where women only accounts for only 22% of the total workforce. Also, it is pertinent to mention that the company has already employed seven women and hopes that more women will join the initiative.
The move seems to be a part of the company’s larger plan to engage in social change and empower all members of the population. Many analysts believe that the move will also help Careem establishing a strongert foothold in the market by offering more people with employment options.
Several reports suggest that Careem has managed to capture a bigger market share compared to its main rival, Uber, in that market that it serves (Middle East, Pakistan, and North Africa).
“This is a unique milestone for us here in Pakistan and we are excited to be the ones leading the movement,” said Junaid Iqbal, GM Careem Pakistan. “Launching a female Captain service not only helps create equal employment opportunities but also encourages others to break through cultural and social barriers. We aim to continue to empower women to reach for the stars and seek opportunities beyond traditional roles.”
As per the report, Pakistan ranks second-lowest in the South Asian Region in terms of gender parity among other nations such as Nepal, Bangladesh, India and Sri Lanka. Also, two-thirds of the country’s population lives in rural areas where employment is restricted tin agrarian field with limited opportunities to grow. Many experts believe that social restrictions imposed on women, along with lower access to education and other cultural traditions acts as a barrier for women to advance economically.
“We want to give women the same opportunities and the same chance[s] that men have of leveraging our platform to generate healthy income,” Careem’s Pakistan General Manager, Ahmed Usman.
In any case, Careem hopes that more women will join this initiative and the move will help in empowering women across the country