Prepare, personify, experience: A brand ‘PPE kit’ for navigating India’s democratised e-commerce landscape

Geometry Encompass’ Madhurya Alankaar outlines a framework for brands looking to venture into India’s emerging e-commerce space as more consumers adopt online shopping thanks to COVID-19.

Why it matters

Lingering consumer wariness from pandemic is expected to accelerate the growth of India’s e-commerce market, pushing it to a ₹7 trillion market by 2023. When people won’t step out, brands will have to be more salient and sentient, they must be seen and be seen to be listening. It’s safe to say that selling online is going to be easier but competition is also going to be tougher.

Takeaways

  • Use the current downtime to find more meaningful articulations by understanding the expectations and desires that e-commerce will bear.
  • Only emotional equity will drive consumers to you –...

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