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EMERGENCE OF E-RETAIL MARKETING: INDIAN EXPERIENCE
Dr. Umesh H. Arahunasi, Prof. S. N. Pattanashetti
Abstract:
E-retailing, also known as electronic retailing refers to the sale of goods and services through the internet. Tis form of retail leverages online platforms to reach consumers directly, allowing them to browse, select, and purchase products o services online. E-retailing encompasses a wide range of online business models, including business-to-consumer (B2C), business-to-business (B2B) and consumer –to-consumer (C2C) transactions.India is a country which is going through the digital revolution, where the internet population is increasing at a rate of 32% every year. Of the total users of Internet, 89% access the internet for E mails. 67% use it for social networking, 61% use it for chatting with people, 49% listen to music and watch videos and 42% use it for research purposes. The main objective of the paper is to take a deep-drive into the E-retail marketing trends in India. The paper also focuses on the challenges and opportunities before India to become “a global hub for E-retail marketing”. The total amounts of online Ad spend in India in 2010-11 was Rs. 1,140 crores which increased to Rs. 1,750 crores in 2011-12. In the year 2012-13, the total Ad spend amount reached to the tune of Rs. 2,260 crores. The growth in Ad spend has been tremendously recorded in 2011-12 to the tune of 53.51 percent. In India, things looked even more pessimistic. A country of 1 billion people who had grown used to ads on painted movie posters, cable television and newspaper print supplements about their favorite products – India seemed like a country that would be least convinced to go for things like Internet ads, social marketing and digital innovation. Today, things have markedly changed. India has rapidly become one of the biggest social marketing audiences in the world.
