"The arrival of start-ups such as Nykaa, Meesho, Udaan, and DealShare are battling it out against offerings from conglomerates JioMart and Tata Digital - and there's also the state-backed ONDC, all looking to grab the lion's share of India's $80bn e-commerce market. The new players are helping to level the market and drive innovation across the category all of which will help contribute to further growth in the sector which is expected to top reach $350 billion by 2030."
"Against this backdrop of increased competition, Amazon is looking to reposition its business as a one-stop shop for all consumers' daily needs and not just the occasional, one-off special purchases. To drive this message home, Amazon has launched a campaign, "Aaj Kya Khareeda?" to promote awareness of the full breadth of products available at the e-commerce giant. Running across TV, digital, OOH and social media, the campaign aims to position Amazon as an everyday shopping destination where consumers can buy everything they need."
"With the market flooded with homegrown platforms, Amazon needs to step up its presence to ensure it can maintain its number two position in the rapidly fragmenting market. Ravi Desai, director, mass, and brand marketing, Amazon India, said, "We want to simplify our customers life and be the shopping partner that helps you buy products from a wide selection spread across numerous categories, get reliable delivery and customer care, thus leading to a delightful shopping experience.""
Amazon entered the Indian e-commerce market in 2013 and has competed intensely with Flipkart. A wave of new competitors including Nykaa, Meesho, Udaan, DealShare, JioMart, Tata Digital and the state-backed ONDC is fragmenting the market. The sector currently stands near $80 billion and is projected to reach about $350 billion by 2030. New players are levelling the market and driving category innovation. Amazon aims to become a one-stop everyday shopping destination rather than a place for occasional purchases. The company launched the "Aaj Kya Khareeda?" campaign across TV, digital, OOH and social to promote its full product breadth and everyday relevance.
Read at The Drum
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