As India progresses towards its ambitious goal of becoming a $5 trillion economy, 2024 has emerged as a pivotal year for employment, according to the insights provided by Apna.co’s India at Work 2024 report. The report details a substantial increase in job applications, reporting a staggering 7 crore submissions—a year-on-year surge of 25%. This growth has been significantly driven by enhanced workforce participation, particularly among women and youth, fuelled by the increasing availability of flexible work opportunities and gender-focused initiatives.
The Periodic Labour Force Survey (PLFS) indicates that the Women’s Participation Rate has doubled to 40% since the 2017-18 period, reflecting a shift towards inclusiveness in the workforce. According to the India Employment Report 2024, approximately 10 million youths are joining the workforce annually, further propelling the nation’s economic dynamism.
On the job supply side, Apna.co has noted a 20% increase in job postings, amounting to over 12 lakh openings in 2024. This dramatic rise is attributed to increased digital adoption, the rapid growth of small and medium-sized businesses (SMBs), and corporate expansion into Tier 2 and Tier 3 cities. Key industries such as Banking, Financial Services, and Insurance (BFSI), retail, healthcare, and logistics have exhibited robust demand, reiterating the resilience and evolving nature of India's job market.
A remarkable highlight of this year’s employment landscape is the leading role of women in driving job applications. With 2.8 crore job applications submitted by women—an increase of 20% from 2023—there has been notable growth in Tier 1 cities como Delhi-NCR, Bengaluru, and Mumbai, which generated 1.52 crore applications. Tier 2 and Tier 3 cities, including Jaipur, Lucknow, and Bhopal, accounted for an additional 1.28 crore applications, underscoring a significant rise in opportunities outside of major metropolitan centres. Each day, around 5,000 new women joined Apna, highlighting the platform's role in empowering them to embark on meaningful career paths.
The report also indicates that companies are increasingly recognising the value of a diverse workforce. The median salaries for women saw a notable increase of 28% in 2024 compared to the previous year, with women excelling across various sectors. Additionally, a surge of 32% in applications for senior and managerial roles signifies the enhanced influence of women in shaping the workforce dynamics.
Apna.co's findings reveal a thriving market for fresh graduates, marking a 27% year-on-year growth in job applications from newcomers, exceeding 2 crore for the first time. High-demand sectors include IT, mobility, BFSI, and services, with urban areas such as Chennai, Bengaluru, and Hyderabad contributing significantly to this growth. An impressive 45% of the new fresher users on the platform hailed from Tier 2 and Tier 3 cities, indicative of a shift in hiring practices as companies increasingly access talent from lesser-known regions. Apna's partnerships, including those with the All India Council for Technical Education (AICTE), have been pivotal in bridging the gap between education and employment.
In the Small and Medium Business (SMB) sector, which constitutes over 63 million enterprises in India and contributes significantly to the GDP, hiring efforts accelerated with the posting of 9 lakh job openings in 2024, marking a 20% increase from 2023. Notably, job postings specifically targeting women surged by 60% year-on-year, reflecting enterprises' commitment to gender diversity within the workforce. The rise of AI-driven recruitment technologies has facilitated this growth, with 45% of SMBs on Apna.co integrating AI into their hiring processes, optimising recruitment efficiency and reducing costs.
Prominent enterprises such as Reliance Jio, Aditya Birla, HDFC, Kotak, and Bharti AXA have been at the forefront of enterprise hiring, with job postings rising by 32% across more than 100 categories in over 500 cities. Significant growth was observed in non-metro regions, indicating a shift in the hiring landscape. Noteworthy industries driving this demand include BFSI, retail, healthcare, IT-ES, education, and manufacturing. The increasing emphasis on digital platforms for recruitment has allowed significant opportunities in previously under-represented cities.
Furthermore, as digital transformation takes root, cities such as Jaipur, Indore, and Lucknow have emerged as focal points for advanced roles such as AI/ML specialists, data scientists, and business intelligence analysts. The expansion of tech sectors in Tier 2 and Tier 3 cities illustrates a strategic shift in recruitment, with businesses seeking to leverage local talent beyond traditional metro hubs.
Reflecting on these changes, Nirmit Parikh, the CEO and Founder of Apna, remarked, "When we started Apna, we always believed we were building not for millions, but for billions of Indians. In 2024, we’ve taken a significant step closer to this vision, touching and impacting countless lives across the nation." The report highlights that an impressive 129 job applications were submitted every minute on Apna, with an average of 3,500 daily job postings across all sectors, emphasizing the ongoing transformation within India's job market.
Source: Noah Wire Services