Trapped are the Dreams and Aspirations of the Growing Indian Middle Class — About to be Delivered !!!
Lt Col Anirban Das
CSCP? Supply Chain Specialist with expertise in Logistics & Operations Management ? Innovating Scalable Solutions ? Process Enhancer ? Veteran
The Indian e-commerce landscape has experienced explosive growth, driven by rapid digital adoption, increasing internet penetration, and a burgeoning middle class. As brands like Flipkart and Amazon roll out their flagship Big Billion Day sales, consumer behaviour during these mega sales events provide fascinating insights into the aspirations and desires of India’s middle class.
E-commerce Spend and YoY Growth
India’s e-commerce market is projected to grow by 18% year-on-year in 2024, reaching approximately $150 billion in value. This growth can largely be attributed to increased access to digital payment systems, deeper internet penetration in Tier 2 and Tier 3 cities, and aggressive marketing tactics during festive seasons. In fact, during sales like Flipkart’s Big Billion Day and Amazon’s Great Indian Festival, e-commerce platforms report a massive surge in order volumes, with YoY sales increasing by 20-30% during these periods. In actuality, ET on 04 Nov 2024 reported Rs 1 Lakh crore ( $11.8 Bn) of clicks during the month long festive season sales, growing at over 22% over last year’s Rs 810000 Cr to that of Rs 69800 Cr in 2022.
Changing Consumer Patterns
Consumer electronics, particularly smartphones, laptops, and household appliances, continue to be the top-selling categories, often seeing discounts of up to 70%. The middle class, once confined to purchasing only necessities, is now able to explore aspirational products due to attractive payment plans such as EMI options and ‘Buy Now, Pay Later’ schemes. BrandEquity.com on 07 Nov wrote that Credit has almost doubled this festive season largely led by credit cards and Buy Now, Pay Later (BNPL) options for D2C brands on GoKwik’s network. The preference for credit surged from 3.49% earlier to 6.9% this year thus indicating healthy economic performance and increased consumer sentiment. The growing desire for high-tech, brand-name products reflects the evolving aspirations of this demographic, seeking to balance value with lifestyle upgrades.
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Middle-Class Dreams — About to be Delivered
The narrative behind the massive growth in e-commerce during these sales is more than just numbers; it’s about the Indian middle class striving for a better life. These platforms, stocked with products from the world’s leading brands, have become vehicles for fulfilling long-held dreams. However, this also raises questions about long-term financial sustainability and the increasing consumer dependency on credit for fulfilling their desires.
India’s economic potential, combined with the purchasing power of its middle class, positions the country as a key driver of global e-commerce trends. As we see the rapid adoption of online shopping, it’s clear that the dreams and aspirations of millions are only a click away from being realised — or trapped in a cycle of consumerism.
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Senior SDE @ FIS Global | Capital market solutions | .NET Developer | ASP.NET Core| ASP.NET MVC
3 个月Recently, I used @delhivery domestic logistics service to send a parcel from my hometown, Jalgaon (Maharashtra), to Delhi (Aya Nagar). The parcel contained my younger brother's CAPF SSB uniform, as he is currently serving in the CAPF. The delivery address was: Main Gate, 25 BN SSB, Ghitorni, Aya Nagar Phase 1, Ghitorni 110047. On November 22nd, the delivery status was marked as "fake delivered" by the delivery agent, even though the parcel was never received. I called the delivery boy over 100 times that same day, but there was no response. It has now been five days, and I am still in discussions with Delhivery’s customer support, yet I have received no concrete resolution or response from them. It’s really imp shipment as it contains CAPF uniform. AWB no : 2827754582392 Reference no : J1732305597583574 Lt Col Anirban Das please help me in this sir ??