Fuelling consumerism

We have reached a stage in life where we hardly shop but sometimes need specialty items like books, computer peripherals, herbal teas and the like. These items are not available in our rural areas and so we do online shop­ping. In the last year or so we have discovered the power of such shopping.

Online shopping is be­ing discovered in all rural towns and areas around the country. However, for such e-commerce to take place, it is necessary to have a good internet connection, ability to sift through the various items offered and zeroing on selec­tion of quality material. All this is possible by googling the items and comparing their prices and specifications.

We find that the rural popu­lation is learning this search­and-pick at amazing speed – which is reflected in the increase of sales in rural ar­eas via online shopping. They also order items seen on TV ads and those passed by word of mouth. With mobile penetration in rural India, this shopping is also facilitated by various smartphone apps so that desktop PCs are not required.

Nevertheless, this online shopping is fuelling consum­erism in rural areas and is the engine which is helping it to urbanize. It is happening be­cause it produces a win-win situation. For example, one can get quality goods at sub­stantial savings as they are usually much cheaper than what one would pay in a shop in Pune or other big cities. Besides, most of the time the goods are shipped free and cash-on-delivery basis. Also, the time and energy used in actual shopping and going to the big city are saved.

This is the reason why e-commerce has spread so rapidly all over the world and rural India is only now getting the benefits of this revolution.

The foray of the online companies in rural India is also fuelling the job market -it is providing employment to a large number of rural youth as delivery boys. Besides, it has given a shot in the arm to loss-making India Post since their large network of postmen is being used by e-commerce companies to penetrate rural areas.

However, such shipments are energy intensive. For a small item the packing is al­most three-to-four times its size. This is waste of mate­rial, and adds to the weight of shipment and to the trans­port energy cost.

Secondly, quite a num­ber of times, the item which is manufactured locally is shipped to big cities and then again to the final destination. For example, we ordered a packet of mango pickle (of a brand that is not available in Phaltan) which is manufac­tured about 45 km from our rural town. This packet was shipped to Bangalore from where it came to us. This is a real wastage of energy in transport but the shipping company may be finding it cheaper to do so for what­ever reasons. Yet with all this travelling around we got this packet at nearly half the price of what we would have paid in a Pune shop.

So, how do companies like Amazon, Flipkart, Snap-deal and others who have big online presence in India still make money on such transactions? Data from their financials reveals that pres­ently all of them are losing money – primarily because it is the start of e-commerce boom in India.


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