Mahamaza.com - Bringing e-Commerce to Rural India*

            


Details

Case Code : CLSDM001
Publication date : 2005
Subject : Sales and Distribution
Industry : e-Commerce
Length : 04 Pages
Price : Rs. 100

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Key words:

Business, e-commerce, website, Online, Brands, Marketing, Villages, LG, Archies, Atlas, Listed, Distribution, Dealers, Cyber Cafes, Commission, Customers

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The caselet examines Mahamaza.com's successful e-commerce venture of selling consumer products to people in rural India through its website www.mahamaza.com. It also talks about how the website developed its product base. It gives a description of the distribution process followed by Mahamaza.com and discusses the company's foray into store retailing in tier II cities in India.

Issues:

» Distribution system in e-commerce
» Hurdles in developing product base in e-commerce
» Tapping the potential of Indian rural markets

Introduction

In the days when businessmen could not think of doing online business (e-commerce) in smaller cities and rural areas, Mahamaza.com created a customer base from these centers, which used the Internet and ordered branded products.


The company offered 100 -odd products belonging to 32 different brands across 17 product categories including electronics, music, footwear, apparel, watches, gifts, travel, and computers...

Questions for Discussion:

1. Even when most of the people living in bigger cities were using offline retail stores to buy products, Mahamaza was able to convince its rural audience to order and buy goods from the Internet. Explain how Mahamaza managed to achieve this.

2. Mahamaza concentrates only on tier II cities and villages. Why do you think it is reluctant to spread its business to metros? Do you think the strategy would work in the long run? Justify.


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