THE GIG ECONOMY AND CONSUMER TRUST: BUILDING BRAND LOYALTY – A REVIEW

The ride-hailing industry has dramatically transformed urban transportation, with companies like Uber and Ola leading this change. This paper provides a comparative study of these two global and Indian ride-hailing giants, analyzing their business models, market strategies, technological innovations, and competitive positioning. A particular focus is placed on the gig economy, a growing labor market where short-term, flexible jobs are prevalent, and how both Uber and Ola rely on gig workers to fuel their business operations. By examining the gig economy’s role in the ride-hailing sector, the paper highlights how it influences labor relations, operational efficiency, and profitability for both companies. The research uses secondary data sources and qualitative analysis, and the findings conclude that while Uber enjoys global dominance, Ola has capitalized on regional expertise and gig labor strategies to create a competitive advantage in India.