Tier-2 and Tier-3 cities lead as white-collar hiring grows 17% in September

India’s white-collar job market expanded 17% year-on-year in September 2025, supported by festive season demand and increased hiring in smaller cities, according to the foundit Insights Tracker.

Hiring also grew 4% month-on-month. Tier-2 and Tier-3 cities recorded a 21% rise, higher than the 14% increase seen in metropolitan areas, the tracker showed. The surge was driven by business expansion into regional hubs, particularly in warehousing, customer support and retail.

The tracker reported that e-commerce hiring rose 21% in September, hospitality climbed 24% and gig roles increased 28%. Employers hired more entry-level professionals, with demand for candidates with 0–3 years of experience rising to 45% of overall hiring compared with 42% a year earlier.

“The festive rush also accelerated demand in hospitality, travel, and gig-based roles, reflecting a surge in domestic festive tourism,” the report stated. It added that creative freelancing opportunities in design, content and marketing also increased.

Structural demand in core industries

Logistics and transportation, healthcare and pharmaceuticals, and information technology posted sustained demand. The tracker attributed this to supply chain ramp-ups, digital transformation and adoption of artificial intelligence and analytics.

By function, sales and marketing roles rose 5% year-on-year, customer support and operations increased 4%, and creative and media jobs also grew 4%. Technology and product positions expanded 3%, while finance and accounting rose 2%, reflecting festive demand for credit and loan services.

The hiring index stood at 380 in September, compared with 324 a year earlier. “The year-on-year growth is supported by a broad recovery in consumer sentiment and the expansion of both organised offline and digital retail formats,” the report said. It added that the modest 4% month-on-month increase reflected steady demand at the start of India’s festive consumption cycle.

The report noted that companies sought both experienced professionals and emerging talent. It said skills gaps and role mismatches continued, but businesses were focusing on strategic hiring to support innovation and digital adoption.

Regional distribution

Hiring in Delhi NCR, Mumbai, Bengaluru, Hyderabad, Chennai, Pune and Kolkata grew 14% year-on-year. Foundit said growth in metros was led by demand in information technology, banking and financial services, and media and entertainment.

Non-metro cities delivered stronger growth. “This shift highlights a decentralised, diverse, and resilient employment landscape, creating opportunities for job seekers and strategic advantages for employers nationwide,” said Anupama Bhimrajka, vice president of marketing at foundit.