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Anticipation of E-Retailing in Rural India and Rural Consumers’ Attitude Towards E-Retailing

With the advent of internet technology and ongoing changes in consumer behaviour, last decade has witnessed significant growth in e-Retailing and information technology in India. By just clicking a mouse, shoppers can buy any product online, from grocery items to credit cards. E-Retailing simplified the process of buying and selling with benefits like secure payments, timely delivery, genuine brands, time saving shopping etc. Over last eight quarters India has witnessed huge investment in e-Retailing sector and e-Retailing ecosystem has progressed, it has opened huge business opportunities for the investors who are ready to invest in e-tailing sector and to work through some of the logistics and payments challenges in India. In Metropolitan cities - Delhi NCR, Bangalore, Mumbai, Chennai, Kolkata and Hyderabad e-Retailing is growing at rapid pace. E-Retailing is also showing its spread in other popular cities like Ahmadabad, Jaipur, Indore, Chandigarh etc. Almost 68% of Indian Population is living in rural areas and these areas have yet to experience the online shopping. There are no near future plans of investors to invest in e-tailing sector in rural India. Here an important question arises that how long rural India has to wait to experience the e-Retailing.