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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 5

The Techy Amazon Insight

Amazon India began its operation as a powerhouse of retailing in the US. They entered the Indian e-commerce market with their user-friendly website. They added many titles and widened their product portfolios. They also created the ecosystem that was related to wholesale purchase of the products. Further, they tactically fixed the centers and contracts so that these goods can be easily shipped into and across the country. Amazon realized that more than a billion people in this country have not been exposed to the e-commerce markets.

The Indian market bore good as well as bad news for the company. The good news was that more than 65% of the consumers were under the age of 35 years with a high percentage of disposable ...

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