The karma of give and take: How culture affects the space of e-commerce in India

This paper discusses a research project that focused on the Indian ecommerce industry and uncovered consumers' implicit and explicit motivations, keyed to their Western influences and their native culture.

The karma of give and take: How culture affects the space of e-commerce in India

Abhijit Patnaik, Raji Bonala and Misha MathewOLX and Vox Populi Research

View the presentation deck for this paper

Introduction

E-commerce industry in India is expected to grow from US $2.9 bln to over US $100 bln by 2020, while the online classifieds industry which stood at US $0.3 bln in 2013, is expected to grow to US $0.75 bln by 2018.

How have E-commerce/online classifieds viewed Indian consumers till now?

Major work done in the area of e-commerce in India is based...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands