- Bringing e-Commerce to Rural India*



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


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


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


In the days when businessmen could not think of doing online business (e-commerce) in smaller cities and rural areas, 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.