Food Delivery Services as a Platform for Women’s Social Networking and Community Building: A Socio-Digital Perspective

Food Delivery Services as a Platform for Women’s Social Networking and Community Building: A Socio-Digital Perspective

Authors - Ayswarya Lakshmi Balakrishnan, Dr. Rupa Gunaseelan

ABSTRACT

This study explores the emerging role of food delivery services as platforms that go beyond commerce to support women's social networking and community recognition in Coimbatore, India. With the rise of digital platforms such as Swiggy, Zomato, WhatsApp, and Instagram, many women have transitioned into home-based food entrepreneurs, gaining both economic independence and social presence. The research investigates how these platforms facilitate peer interaction, emotional support, knowledge-sharing, and visibility within the local community. Data was collected through a structured questionnaire from 293 women engaged in food-related businesses, and analyzed using descriptive statistics, chi-square tests, Garrett ranking, and Spearman’s correlation. The findings show that participation in food delivery platforms significantly enhances local recognition, repeat customer trust, and personal branding. Furthermore, informal networks such as WhatsApp groups serve as vital support systems, enabling collaboration and reducing isolation. The study concludes that digital food platforms act not only as business tools but also as catalysts for women’s empowerment and community building. Recommendations include localized support networks, digital literacy training, and inclusive platform policies. The study offers important insights for policymakers, platform developers, and women-focused development programs, and highlights the potential for future research on long-term socio-economic impacts.

Keywords: Women entrepreneurs, food delivery platforms, digital empowerment, social networking, community recognition, peer support, visibility.