IDEAS home Printed from https://ideas.repec.org/p/iim/iimawp/12811.html
   My bibliography  Save this paper

Online Retailing Paired with Kirana – A Formidable Combination for emerging Markets

Author

Listed:
  • Sinha, Piyush Kumar
  • Gokhale, Srikant
  • Rawal, Saurabh

Abstract

The World Wide Web was launched in 1991 by Tim Berners Lee and shortly after that, in 1994, Pizza Hut delivered its first pizza after receiving an online order. Electronic commerce is one of the boons of internet and the one that is speculated to alter how businesses will grow in the competitive world. India stands third in the world with over 130 million internet users. This has positively shaped the growth of electronic commerce in the country, from booking tickets to buying clothes to paying bills. Four major factors have advocated the growth and expansion of electronic commerce in India. First and foremost is the rapid penetration of technology, be it the broadband or the smart phones or online banking, has empowered the consumers to access the World Wide Web very easily. Previous research has also highlighted how this impact of internet penetration is magnified specifically in the emerging economies. Second is the fast adoption of the online medium by every major brand as a part of their sales as well as the marketing strategy. Large retailer have also opened stores in the virtual space. The third factor is the convenience consumers derive through online shopping. More and more members of a typical Indian family are joining the workforce which leaves little time regular shopping errands. Consequently people have shifted to buying items online and this is further facilitated by services like cash-on-delivery, buy-back policies and many more. Finally growing real estate prices and low penetration of large format retailing have been indicating for a need to innovate to increase business. In the light of the convenience provided by online and the omnipresent Kirana (mom-and-pop equivalent) stores, it is proposed that these two would be the dominant formats of retailing as a mix of brick and click models.

Suggested Citation

  • Sinha, Piyush Kumar & Gokhale, Srikant & Rawal, Saurabh, 2014. "Online Retailing Paired with Kirana – A Formidable Combination for emerging Markets," IIMA Working Papers WP2014-02-09, Indian Institute of Management Ahmedabad, Research and Publication Department.
  • Handle: RePEc:iim:iimawp:12811
    as

    Download full text from publisher

    File URL: https://www.iima.ac.in/sites/default/files/rnpfiles/8811974232014-02-09.pdf
    File Function: English Version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Homi Kharas, 2010. "The Emerging Middle Class in Developing Countries," OECD Development Centre Working Papers 285, OECD Publishing.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sjauw-Koen-Fa, August R. & Blok, Vincent & Omta, S.W.F. (Onno), 2016. "Critical Success Factors for Smallholder Inclusion in High Value-Adding Supply Chains by Food & Agribusiness Multinational Enterprise," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(1), pages 1-30, February.
    2. Oasis Kodila-Tedika & Simplice A. Asongu & Julio Mukendi Kayembe, 2016. "Middle Class in Africa: Determinants and Consequences," International Economic Journal, Taylor & Francis Journals, vol. 30(4), pages 527-549, October.
    3. Ordeñana, Xavier & Arteaga, Elizabeth, 2012. "Middle-Class Entrepreneurship and the Effect of Social Capital," IDB Publications (Working Papers) 4037, Inter-American Development Bank.
    4. Elena Sochirca & Pedro Cunha Neves, 2018. "Optimal policies, middle class development and human capital accumulation under elite rivalry," CEFAGE-UE Working Papers 2018_04, University of Evora, CEFAGE-UE (Portugal).
    5. Bianca Yamaguchi & Toru Takahashi & Cristian Iulian Vlad & Hiroaki Kaneko & Ana Damaschin, 2020. "The Impact of Resource-Based Circular Economic Models in Japan," Romanian Economic Business Review, Romanian-American University, vol. 15(3), pages 1-28, September.
    6. Angel Melguizo, 2015. "Pensions, informality, and the emerging middle class," IZA World of Labor, Institute of Labor Economics (IZA), pages 169-169, July.
    7. Tomas Hellebrandt & Paolo Mauro, 2015. "The Future of Worldwide Income Distribution," Working Paper Series WP15-7, Peterson Institute for International Economics.
    8. de Lucinda, Claudio Ribeiro & Vieira, Rodrigo Luiz, 2014. "Interest Rates and Informational Issues in the Credit Market: Experimental Evidence from Brazil," World Development, Elsevier, vol. 59(C), pages 47-58.
    9. Grohmann, Antonia, 2018. "Financial literacy and financial behavior: Evidence from the emerging Asian middle class," Pacific-Basin Finance Journal, Elsevier, vol. 48(C), pages 129-143.
    10. Clément, Matthieu & Fauré, Yves-André & Berrou, Jean-Philippe & Combarnous, François & Darbon, Dominique, 2020. "Anatomy of the Brazilian middle class: identification, behaviours and expectations," Revista CEPAL, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL), April.
    11. Murat Arsel & Aram Ziai, 2015. "Forum 2015," Development and Change, International Institute of Social Studies, vol. 46(4), pages 833-854, July.
    12. Vani S. Kulkarni, 2014. "Global middle class and dietary patterns: a sociological perspective," Chapters, in: Raghbendra Jha & Raghav Gaiha & Anil B. Deolalikar (ed.), Handbook on Food, chapter 20, pages 515-538, Edward Elgar Publishing.
    13. Simplice A. Asongu & Nicholas M. Odhiambo, 2021. "Income Levels, Governance and Inclusive Human Development in Sub-Saharan Africa," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 16(1), pages 71-103, February.
    14. Huynh, Phu. & Kapsos, Steven., 2013. "Economic class and labour market inclusion poor and middle class workers in developing Asia and the Pacific," ILO Working Papers 994822963402676, International Labour Organization.
    15. Agyapong, Nana Ama & Annan, Reginald A. & Apprey, Charles & Aryeetey, Richmond, 2022. "A review of Ghana’s food system and its implications on sustainability and the development of national food-based dietary guidelines," African Journal of Food, Agriculture, Nutrition and Development (AJFAND), African Journal of Food, Agriculture, Nutrition and Development (AJFAND), vol. 22(02).
    16. Imbert, Enrica & Ladu, Luana & Morone, Piergiuseppe & Quitzow, Rainer, 2017. "Policy strategies for a transition to a bioeconomy in Europe: the case of Italy and Germany," MPRA Paper 78143, University Library of Munich, Germany.
    17. André Leliveld & Peter Knorringa, 2018. "Frugal Innovation and Development Research," The European Journal of Development Research, Palgrave Macmillan;European Association of Development Research and Training Institutes (EADI), vol. 30(1), pages 1-16, January.
    18. Jayatilleke S. Bandara, 2013. "What is Driving India’s Food Inflation? A Survey of Recent Evidence," South Asia Economic Journal, Institute of Policy Studies of Sri Lanka, vol. 14(1), pages 127-156, March.
    19. Matthieu Clément & Yves-André Fauré & Jean-Philippe Berrou & François Combarnous & Dominique Darbon & Éric Rougier, 2018. "Anatomie de la classe moyenne brésilienne : identification, caractérisation et implications pour les politiques publiques," Working Paper 920063e0-0208-4403-b9e7-b, Agence française de développement.
    20. Eduardo Lora & Francesca Castellani, 2014. "Entrepreneurship in Latin America : A Step Up the Social Ladder?," World Bank Publications - Books, The World Bank Group, number 16347, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:iim:iimawp:12811. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/eciimin.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.