India’s Educational Landscape refashioned by Gig Economy:Enigmatic role of Brand Consultants

Posted by Edunoia on June 30, 2024

The gig economy has snowballed significant traction in India. Part-time or short-term gigs allow people them to supplement their incomes and even pursue entrepreneurial endeavors.

The gig economy’s influence on education is two-fold- it affects the learners such as students as gig workers and the institutions adapting to gig trends that are prevalent today.

Brand Consultants act as a bridge between educational institutions and the gig economy, ensuring that both students & institutions can harness the opportunities it presents.

In recent times, India has stood witness to a seismic shift in its labour landscape. The gig economy, defined by its transient contracts and freelance engagements, has set in motion a reformation of the conventional employment framework. This metamorphosis, akin to a potent tide, has brought forth a tapestry of prospects and hurdles across diverse sectors. However, one arena that resonates profoundly with this transformation is the realm of education. In the following article, we shall unravel the profound impact of the gig economy on India’s educational landscape, with a special focus on the pivotal role played by brand consultants in navigating this evolving terrain.

The Gig Economy’s Rise in India

The gig economy, powered by technology and fuelled by a desire for flexibility, has snowballed significant traction in India. Platforms like Uber, Ola, and Swiggy have empowered millions of Indians to take on part-time or short-term work, thereby allowing them to supplement their incomes and even pursue entrepreneurial endeavours. This shift has fundamentally altered the employment landscape.

Impact on Education

The gig economy’s influence on education is two-fold- it affects the learners and the institutions alike.

Learners as Gig Workers: With the rise of the gig economy, more individuals are choosing flexible work options, including students. They are engaging in gig work to support their education financially. Whether it’s driving for ride-sharing platforms or freelancing as content creators, students are exploring ways to balance work and academics. While this can provide them with financial independence, it also places immense pressure on their academic performance and overall well-being.


Institutions Adapting to Gig Trends: Educational institutions themselves have not remained untouched by the gig economy’s sway. They are increasingly relying on short-term faculty members, adjunct professors, and guest lecturers who can bring industry expertise to the classroom. This shift towards hiring professionals for specific courses allows universities to remain up to date with the rapidly evolving job market and deliver more practical education. Additionally, The National Education Policy (NEP) also includes provisions for appointing professionals and industry experts as “professors and associate professors of practice.”

Here are two examples of gig economy practises in India:

  1. Online Tutoring and E-Learning: With the rise of e-learning platforms and the need for personalised education, online tutoring has become a significant gig economy sector in India. Educators and subject matter experts offer their services as online tutors through platforms like Vedantu and Byju’s. They provide one-on-one or group lessons to students, both in India and abroad, covering a wide range of subjects and skills. This gig allows tutors to set their schedules, reach a global audience and generate income while sharing their expertise.
  2. “Miscellaneous Gig work: Medical students often participate in clinical rotations and internships at hospitals and healthcare facilities during their medical school years. These experiences allow them to apply their classroom learning to real patient care scenarios. Additionally, Journalism students often secure internships at newspapers, news stations, or digital media outlets. These internships enable them to develop their reporting and storytelling skills by covering real news stories. To cite another example: Students pursuing Computer Science could secure internships at tech companies or start-ups. In these positions individuals actively participate in software development projects. Engage themselves in the hands-on aspects of domains such as cybersecurity, data analysis and artificial intelligence. This practical exposure not only deepens their comprehension, but also equips them with practical skills that are extremely valuable for their future endeavours.
The Role of Brand Consultants

In this evolving landscape, brand consultants have emerged as pivotal players in the education sector. They serve as the bridge between educational institutions and the gig economy, ensuring that both students and institutions can harness the opportunities it presents.

Institutional Transformation: Educational institutions must adapt to the changing needs of students who are navigating the gig economy. Brand consultants assist these institutions in revamping their curricula to include courses that prepare students for gig work, such as entrepreneurship, digital marketing, and project management. They also advise on creating flexible study schedules to accommodate part-time workers. Davidson College’s “Gig Hub Consultant” programme exemplifies institutional transformation. By engaging students as consultants, it forges a dynamic bridge between academia and the real world. This initiative equips learners with practical skills while fostering innovation and adaptability—an embodiment of modern educational evolution.

Brand Building for Institutions: Just as individuals need to build personal brands in the gig economy, educational institutions must also establish and maintain their brands. Brand consultants help institutions craft their unique identity and market themselves effectively to attract students who are looking for flexible and relevant education options.

Connecting with Industry: A brand consultant’s role goes beyond mere representation. They specialise in crafting a distinctive image for the institution and devising communication strategies tailored to resonate with the industry. As a result, these efforts can pave the way for opportunities such as internships and mentorship programmes, fostering meaningful connections between the institution and the professional world.

Challenges & Concerns

While the gig economy offers exciting possibilities for education, it is not without its challenges and concerns. Another challenge lies in ensuring that the education provided remains relevant to the ever-changing gig landscape. This requires continuous collaboration between institutions, brand consultants, and industry players to keep the curriculum relevant and aligned with industry requirements.

The gig economy’s impact on education in India is undeniable. It has altered the way students approach work and education, creating opportunities and challenges in equal measure. As India continues to embrace the gig economy, the role of brand consultants in education is set to become even more critical, ensuring that both learners and institutions can harness the full potential of this evolving landscape.