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Boarding the e-com bus
e-commerce is my life. redBus has done wonders. What a lovely idea!
Shyamal, absolutely! I do believe you are saying this as a user and not as someone with a stake in redBus. Nevertheless, here is my take.
Simple problems seek out simple solutions. If you have a problem, it’s quite likely that a million others face a similar problem. Look deep into the problem at hand, and see if you can monetise the solution. redBus has done that beautifully. redBus must also remember, however, that there are clones.
The positive in this case is the fact that it depended on a bottom-up, demand-led, approach than a top-down, bus-operator-to-consumer-led approach. When you solve consumer problems bottom up, you learn a lot. You solve real problems and you get rewarded with business.
Another key learning is the fact that e-commerce is the new solution to a lot of problems that consumers face when it comes to handling multiple operators, and multiple sets of disaggregated consumers. e-commerce establishes a level playing field. It helps dis-intermediate by electronic intermediation. redBus achieved this with panache. And you seem a beneficiary. Enjoy the ride!
Do you believe a regional FMCG brand should ramp up fast for an all-India play in today’s aggressive market?
Mohit, it’s not always necessary to aspire for an all-India play when you are a strong regional player. Sometimes, it is good to first establish a very strong and dominant market share in the regional market before aspiring and salivating for a national game. Classic cases are Ujala and Wagh Bakri tea.
In the Indian jewellery market, people still seem to prefer affordability and pricing to brands/designs. Is it so, and why?
Ravila, yes they do. The trust factor with the local jeweller is still there. But this is a matter of time. As the senior generation of jewellers fade into the mist, the younger generation jeweller is not able to command the same sense of reliability and at times is taking short cuts in offering great quality. This will tilt the movement towards the branded jeweller you can trust versus the family goldsmith you could trust in the past.
Harish Bijoor is a brand strategy expert and CEO of Harish Bijoor Consults Inc. Mail your queries to cat.a.lyst@thehindu.co.in
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