Monday 18 April 2016

Ecommerce and Make in India- Positive interdependence for success
The Indian government has high hopes for its ambitious project ‘Make in India’. Ecommerce companies have pinned their hope on rural market to fuel their next round of growth. Great thing is that both are positively interdependent on each other to reach their respective goals.

Etailers to reach rural shores via Make in India

Through Make in India project, ecommerce players Snapdeal, Paytm, Amazon,Shopclues and Askme are trying to rope in potential sellers from small towns & villages and list them on their respective platform.
Right from training sellers, providing financial assistance to collaborating with manufacturers from villages directly to create customized products, etailers are using the government’s initiative to expand their seller base as well as product portfolio.
“Through our own drive of supporting Make in India products, we have been able to build a relationship with manufacturers from diverse backgrounds, ranging from manufacturers who supply to large global brands to self-help groups out of Maharashtra that provide income to 100 small households by selling their handicrafts/products online,” shared Sudhanshu Gupta, VP- Paytm.

Online players’ strategies to explore rural ecommerce and Make in India

  • Paytm is promoting ‘Make in India’ products by launching ‘Paytm Force’ service
  • Amazon announced ‘sell globally’ policy for Indian sellers
  • Snapdeal will use data analytics and guide manufacturers to create best products for the Indian buyers
  • AskMe is offering loans to sellers and marketing ethnic products extensively
Rajnish Wahi, Senior VP- Corporate Affairs And Communications, Snapdealrevealed,
“We are also working closely with manufacturers and brands to help them tailor their offerings to the Indian market on the basis of intelligence gathered through data analytics. We enable them to plan production cycles on the basis of predictive demand forecasts and customise their products to target specific consumer segments.”

How ecommerce is promoting the government’s grand project?

The aim is encourage national and international companies to make products in India and empower domestic sellers & businesses. Since ecommerce industry is growing at a jet speed, it can assist the government’s Make in India to achieve its goal.
How are online players doing it?
  • By creating opportunities for small and medium sized Indian sellers/enterprises
  • By generating & fulfilling demand for India-made products
  • By financially supporting SMEs
  • By increasing employment opportunities in small towns and villages
  • By digitalizing remote cities and educating them about the power of ecommerce and Internet
  • By contributing to the economy and raising earning capacity of the rural population
  • By promoting Indian handicrafts & handlooms

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