IJIFR VOLUME 3 ISSUE 12 AUGUST 2016

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ISSN: 2347-1697 International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -12, August 2016 Continuous 36 th Edition, Page No: 4524-4532 to study various innovations and submit their reports to the concerned Department or Ministry. The programme called the ‘NavKalpanaKosh’ aims to improve rural areas at various levels, such as governance, agriculture and hygiene. Banks are working to set up rural ATMs, which will dispense smaller denomination currency notes. "We have encouraged banks to find a solution for bringing in rural ATMs... banks will have to find an appropriate technology solution for a different type of ATM to care for the needs of the rural people," as per Deputy Governor, Reserve Bank of India (RBI). Confederation of Indian Industry (CII), an association of Indian businesses, plans to set up a centre of excellence for start-ups in smaller towns across the country to help create a conductive environment for their incubation and growth. ii) The Role of Indian Postal Services: In the urban areas of India especially the big cities such as Mumbai, New Delhi or Bangalore, ecommerce companies can simply charge low and competitive shipping costs and deliver the products themselves. However, in the remote rural villages in India, this business model is not necessarily feasible. It would amount to very high shipping costs that either drive down the margins or drive away the customers. For many of these companies working hard to penetrate the rural Indian market, the Indian postal service has come to the rescue. Traditionally reliable and cheap, the Indian postal service infuses the much-needed reliability and competitiveness when it comes to shipping ecommerce products to end consumers in the remote villages in rural India. Global e-retailer Amazon has found great uses for India’s postal infrastructure in its ecommerce deliveries. Most of Amazon’s deliveries in rural India are done via India-Post which has a ubiquitous reach in the country. It is important to note that a whopping 89.7% of post offices in India are situated in rural India which gives ecommerce companies a vast infrastructural network to work with. Thanks to these new opportunities in ecommerce, India-Post has also increased its reliability and quality of service substantially. For example, buyers are able to track their consignment sent via India-Post online and they are able to send stuff all over India. iii) Required Improvements in the Indian E-commerce Landscape: A lot of challenges facing ecommerce growth in rural India are infrastructure-related. Thus, when addressing the problem of growth in rural India, it is important to bring in the government and infrastructure providers into the discussion. There is a lot that needs to be done in order to boost rural ecommerce growth. These include the following: Making strategic investments in internet/broadband penetration in rural India. The government can, for example, provide strategic incentives to internet providers in rural India. Develop strategies and roadmap for promoting ecommerce growth in rural India. This should be a multi-stakeholder effort incorporating the Indian government, ecommerce companies, local state governments and infrastructure providers. Even consumer advocacy groups should be involved in the process. Dr. Suryakant Ratan Chaugule :: E-commerce - A New Concept of Rural Marketing in India 4529
ISSN: 2347-1697 International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -12, August 2016 Continuous 36 th Edition, Page No: 4524-4532 Using available resources and data in order to promote policy development and initiatives to boost rural ecommerce. For example, the use of the India-Post logistical infrastructure. One of the initiatives that have taken off in the recent years is the campaign to connect every village in rural India with broadband which is spearheaded by BSNL. So far, more than 600 districts have been covered. II. Customer Order Delivery (COD)—A Fantasy in Rural Areas: Talking of product delivery, ecommerce companies struggle to reach the unreachable in many remote areas including many states in Northeast India due to poor transportation facility. Moreover with more than half of the online sales being dependent on COD and unavailability of third party logistics services in rural areas, online retailers in order to satisfy complete their Pan-India network, use private courier services which then doesn’t allow companies to accept COD – the only successor of Indian ecommerce industry. Payments are the biggest challenge while selling in Tier 2 and Tier 3 cities, believes CEO at Real Shoppe. “A majority of population living outside urban areas do not have any bank cards to pay with, and those who do have, are not very comfortable using them. So card payments in those areas aren’t going to generate much traction unless and until you innovate payments in such a way where you the money beforehand.” India Post however, is one such delivery service that promises to deliver Pan-India and that too on COD. But how efficient their services are, is the real question here. Despite having a huge coverage the service is not the preferred service by the ecommerce players. So there are several logistics, operational and technological challenges when it comes to reaching the consumers living in rural areas. 4. E-COMMERCE INDUSTRY AS A CAREER OPTION: AN OVERVIEW India's e-commerce market grew at a staggering 88% in 2013 to $16 billion, riding on booming online retail trends and defying slower economic growth and spiraling inflation, according to a survey by industry body ASSOCHAM. It is a rapidly expanding sector, throwing up thousands of new job opportunities every year. Senior VPHR, Jabong.com informs that the e-commerce industry has grown by leaps and bounds in the past few years. "As per a CRISIL research report, ecommerce in India is estimated to grow at 50-55% annually for the next three years and is touted to become an Rs 50,000-crore industry by 2016," he shares. The e-commerce industry is growing significantly in India and expected to add tons of jobs in the years to come, COO, Digital Quotient. "Owing to the rapidly changing consumer behavior and shopping patterns, one can expect a continued growth in the coming years. He explains the job market in this relatively new industry seems to be flourishing like no other industry. This is an ideal industry for people who are fast-paced, fuelled by passion, highly creative and for whom comfort is not a priority. I believe for creative-enthusiasts and geeks, it is fascinating to work in ecommerce. Moreover, there is a positive growth outlook for this sector. The hiring activities are expected to grow by over 30% in this sector and may help create up to 50,000 employment opportunities in the next Dr. Suryakant Ratan Chaugule :: E-commerce - A New Concept of Rural Marketing in India 4530
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