Prominent YouTuber and social commentator Dhruv Rathee has issued a strong public appeal to his millions of subscribers to boycott all food and grocery delivery apps on December 31. The call to action comes in solidarity with a nationwide strike organised by gig workers from platforms like Zomato, Swiggy, Blinkit, and Zepto, who are protesting for better wages and safer working conditions.
In a video released across his social media channels on Tuesday, Rathee described the upcoming New Year’s Eve strike as a critical moment for the gig economy.
He explicitly asked viewers to refrain from placing any orders on the last day of the year to help workers pressure these platforms into fair negotiations.
Delivery Workers’ Demand for Dignity and Safety
The strike, coordinated by unions including the Indian Federation of App-Based Transport Workers (IFAT), highlights several grievances that plague India’s booming quick-commerce sector.
Dhruv Rathee emphasised that workers are protesting against the intense pressure of “10-minute delivery” promises, which unions argue endanger lives by forcing drivers to rush through traffic.
Other key demands include transparency in algorithmic payouts and an end to arbitrary “ID blocking”, a practice where workers are suspended from apps without clear reasons or due process. Rathee pointed out that algorithms often dictate pay rates that fluctuate randomly, leaving workers with unstable incomes despite long hours.
Addressing the gig workers directly, Rathee advised them to resist the “surge pricing” incentives that companies typically offer on high-demand days like New Year’s Eve.
“I know it is difficult because these apps will lure you with extra money on this day,” Rathee said. “But think of your long-term future. Do not run after short-term money.“
A Growing Movement
This mobilisation follows a smaller “flash strike” observed in cities like Mumbai and Bengaluru earlier this week. The gig workforce in India, estimated to be over 10 million strong, has increasingly used social media and collective action to demand recognition as employees rather than “partners,” a classification that currently denies them benefits like health insurance and provident funds.
Dhurav Rathee has frequently covered labour issues on his channel. He referenced his previous viral video, “Reality of India’s Workers,” which exposed the harsh realities of the gig economy, including the lack of restroom breaks and the physical toll of carrying heavy loads.
By amplifying this strike, Rathee is leveraging his massive platform to bridge the gap between consumer convenience and worker welfare.
The boycott call adds significant weight to the unions’ efforts, potentially disrupting one of the most lucrative nights of the year for food delivery giants.
