Amazon, Amma, and Affiliation

I am in Chennai this past week, preceded by a slightly more famous Jeff Bezos who is doing the rounds to prime the market for his ubiquitous brand, Amazon, for growth and dominance. While many scoff at his ambitions and PR brash, it cannot be ignored that Amazon is a powerful tide that can lift many boats. It has created many millionaire merchants who sell directly to customers, massive supply chain economies across countries, and technology superiority that cannot be fathomed for scale or power.

Last evening, I went out to run a chore for the old mater, and went to a fresh produce vendor she frequents. He is right around the corner from my mother's house, knows her very well, and brings a flavor of casual loyalty for her business. His father used to deliver produce to our apartments in a cart, and the son now owns a decent shop.

I picked up three lemons and some coriander bunch, and it cost me 12 rupees. I handed him a tenner, and was fishing around my pockets for small change, when he waved me away. "I will ask Amma (Tamil for mother) for the change next time." Easy credit, not noted in any document, and not impacting my mother's non-existent credit history. I am sure he will remember, and if he doesn't, my mother's elephantine memory has already recorded the event.

This affiliation goes beyond just the transaction. This morning, I was back at his shop to pick up some vegetables, when he said, "Here, these are fresh egg plants, and Amma will like it." Not sure if he was baiting me on, but just that he made the effort to give my mother's business his loyalty speaks volume about India's retail.

The big box stores are making big strides, but the small vendor rules. He knows habits, preferences, and choices no CRM can replicate. The flower vendor knows customers' finickiness, faith, and fluctuations not duplicable by any technology. And this is being handed down generations.

India is a concept. It cannot fit into a Western model of template, scale, and process. The fabric of India is built at the base of the pyramid: the small vendor, the hand craftsman, the local artisan. 

This was Mohandas Karamchand Gandhi's strategic plan of inclusion to build the modern India: a kaleidoscope of mosaics.

Not the world's largest juggernaut can replace this generational affiliation for my Amma.

Welcome to India. Have a nice day :)

Best

Karthik