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 a