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Cart half-empty: We went shopping on the e-commerce arms of retail giants, from HUL to DMart. A few hits, many misses.

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E-commerce

Cart half-empty: We went shopping on the e-commerce arms of retail giants, from HUL to DMart. A few hits, many misses.

Passively hawking their wares on e-commerce marketplaces won’t take consumer brands far, especially in a world where younger, online-native competitors are scaling fast and snatching market share.
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soumyagupta
11 Mar 2019 11 Mins Read 0 comment
Patanjali's Baba Ramdev and Acharya Balkrishna (centre) at the launch of its e-commerce portal in New Delhi on January 16, 2018. To the left of Ramdev: Kalyan Krishnamurthy, CEO, Flipkart, (extreme left); Hari Menon, CEO, Bigbasket. To the right of Balkrishna: Vijay Shekhar Sharma, CEO, Paytm; Saurabh Kumar, co-founder, Grofers; Manish Tiwary; category head, Amazon India; Pradeep Dadha, CEO, Netmeds. Getty Images
Patanjali's Baba Ramdev and Acharya Balkrishna (centre) at the launch of its e-commerce portal in New Delhi on January 16, 2018. To the left of Ramdev: Kalyan Krishnamurthy, CEO, Flipkart, (extreme left); Hari Menon, CEO, Bigbasket. To the right of Balkrishna: Vijay Shekhar Sharma, CEO, Paytm; Saurabh Kumar, co-founder, Grofers; Manish Tiwary; category head, Amazon India; Pradeep Dadha, CEO, Netmeds.
"We often tell our clients, if you are selling online on a marketplace, are you building a brand for yourself or for them?" Rohit Garodia is founder-director of Primarc Pecan, which helps consumer brands list, sell, and manage their inventory online. In essence, it is solving a problem that’s endemic among the biggest retail brands: their sloth in
campaign. Among these are Harry’s razors , shaving brand Dollar Shave Club (acquired by Unilever Plc.), and Allbirds , an ‘unbranded’ shoe. All these brands have the following in common: one hero product, an active online community of shoppers, and direct-to-consumer delivery. Indian brands still have a long way to go. ( Graphics by Sadhana Saxena)
"We often tell our clients, if you are selling online on a marketplace, are you building a brand for yourself or for them?" Rohit Garodia is founder-director of Primarc Pecan, which helps consumer brands list, sell, and manage their inventory online. In essence, it is solving a problem that’s endemic among the biggest retail brands: their sloth in campaign. Among these are Harry’s razors , shaving brand Dollar Shave Club (acquired by Unilever Plc.), and Allbirds , an ‘unbranded’ shoe. All these brands have the following in common: one hero product, an active online community of shoppers, and direct-to-consumer delivery. Indian brands still have a long way to go. ( Graphics by Sadhana Saxena)

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