Amazon’s Foray into India: Competing in an Emerging Market




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Introduction

In March 2014, Amazon India, the Indian venture of the US-based Amazon.com, Inc. (Amazon), the world’s largest online retailer, announced that it would start offering a ‘pickup service’ in India. Customers who did not have a fixed address to get their orders delivered or could not collect the product when it reached its destination could avail of this service.

The consumers could get their orders delivered at pickup stores located at some locations convenient to them and then collect them from there. Users could search for a particular pickup location using their address, pin code, or nearest landmark. Initially, the service would be available only in Mumbai and Delhi.

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Amazon also partnered with Bharat Petroleum Corporation Limited (BPCL) to use its stores at petrol pumps as pickup locations. “We are running a pilot in Delhi and Mumbai with BPCL to ascertain the benefits and mechanics of enabling a pickup service. It is too early to comment any further. Depending on results, we will take a call on how and what we want to roll out and we will make further announcement on this at an appropriate time,” commented an Amazon India spokesperson. Amazon India had earlier tied up with India Post so as to leverage on its extensive reach......

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