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India’s digital commerce market to touch $128 bn in 2017?

ASSOCHAM’s research report pits the growth of the digital commerce space at a staggering $128 billion by the year 2017.
by The Editors | editor@themetrognome.in

The digital commerce market in India is likely to touch $128 billion in 2017 from the current level of $42 billion in 2015 due to increase in mobile and Internet penetration, m-commerce sales, different payment options, exciting discounts, according to the joint study brought out by ASSOCHAM and Deloitte.

With an increasing mobile and internet penetration, m-commerce sales, advanced shipping and payment options, exciting discounts, and the push into new international markets by e-businesses are the major drivers of this unprecedented growth.

The digital commerce market in India has grown steadily from $4.4 billion in 2010 to $13.6 billion in 2014, according to a study on ‘Future of e-Commerce: Uncovering Innovation’, jointly conducted by The Associated chamber of commerce and Industry of India (ASSOCHAM) and Deloitte.

The M&A deals (Softbank’s $627 million deal with Snapdeal, Flipkart acquired Myntra for $370 million, Ola Cabs acquired TaxiForSure for $200 million) and sky-rocket valuation of these e-commerce giants rising in last one year shows that the sector is heating up. The question would be whether these valuations are sustainable despite showing no signs of profitability. The global players like Amazon and Alibaba have deep pockets to rely on their parent companies for continuous funding support. The homegrown players would definitely need different metrics to preserve the investor confidence build in the sector.

Big retailers are increasingly focussing on their digital strategies in order to gain the obvious benefits of online platforms – wider reach, always on, personalisation, to name a few. E-commerce companies are concentrating their efforts on increasing the penetration of their mobile apps for higher growth. Big players in this space claim to have more than 50% of their revenue coming from mobile apps.

While releasing the paper, DS Rawat, Secretary General ASSOCHAM said, “The supply chain and logistics in e-commerce business are highly complex to manage in a vast country like India where infrastructure is not well-developed to reach every remote and rural area. The taxation policies for the e-businesses are not well-defined depending on different business models and transaction types. The complexity has further amplified with transactions happening across borders for online selling of goods and services. Moreover, e-businesses do not take sufficient steps to deploy a security solution, which is hindering the consumer from transacting online.”

Newer technologies that could significantly bring a paradigm shift in the online businesses are analytics, autonomous vehicles, social commerce, and 3D printing. Companies have started to invest in data analytics to gain real-time insights into customer buying behavior and thus offer personalized user experience. The e-commerce companies are building communities on social media networks to better understand customer needs and to drive effective marketing strategies, noted study.

The future of e-commerce is bright and growth will come from mobile platforms, personalisation, social media analytics, omni-channel service, and sharing economy business models. The e-commerce industry is in an exciting place with the interplay of social, mobility, analytics, cloud (SMAC), digital, 3D and, virtualisation. The current high valuations, in spite of losses, perhaps, are indicative of the future potential.

Increasing Internet and mobile penetration, growing acceptability of online payments and favourable demographics has provided the e-commerce sector in India the unique opportunity to fundamentally alter the way companies connect with their customers.

Online travel, one of the key drivers of India’s e-commerce market, accounts for nearly 71% of e-commerce business in India. Though the online retail market in India, currently at $1.6 billion, is a miniscule fraction of India’s overall $500 billion retail industry; retail e-commerce has recorded a three-fold growth since 2011, predominantly driven by million dollar investments by domestic and foreign investors.

On the other hand, mobile commerce (m-commerce) is growing rapidly as a stable and secure supplement to the e-commerce industry. Shopping online through smart phones is proving to be a game changer, and industry leaders believe that m-commerce could contribute up to 70% of their total revenues.

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41% children in Mumbai slums are underweight

Study reveals shocking levels of malnutrition, lack of optimum weight and low access to nutrition among city’s slum dwelling children.
by Child Relief and You (CRY)

As many as 41 per cent of children below the age of six years in the slums of Mumbai are underweight, according to a study conducted by volunteers of CRY- Child Rights and You (CRY) for children below the age of 6 years. The children do not fare any better with respect to the other indicators of malnutrition. The percentage of children found to be suffering from stunting stands at 71 per cent and is significantly higher than what has been found in the NFHS figure of 47 per cent in 2005-06.

Nutrition and immunisation are most critical for a child’s survival in the first six years of his or her life. Shockingly, even the immunization coverage in the slums in Mumbai is much worse than expected. Only half of the children, 49 per cent under the age of three years, have received any vaccination at all (at least one vaccine).

These children dwelling in the most underprivileged sections of the city, most of them belonging to migrant families bear the maximum impact of urban poverty; especially in the absence of caregivers, who are mostly engaged in informal economic roles.

This household survey on early childhood was conducted in slums across five major metropolitans in India namely Delhi, Mumbai, Chennai, Bangalore and Kolkata. The slums in the five metros do not show a positive trend with respect to child nutrition. Chennai has the most number of children battling malnutrition in its slums, with 62.2 per cent being underweight; Kolkata and Delhi slums have 49 and 50 per cent underweight children, according to this study. Bangalore fares slightly better, with 33 per cent children found to be underweight.

Even as Aanganwadi Centres (AWCs) remain one of the most important institutions for ensuring nutrition, health and early education of children below 6 years, only 46 per cent children dwelling in slums are enrolled. In Mumbai, the enrollment in AWCs in slum children stood at a despondent figure of 62 per cent.

Only 36 per cent of parents whose children were enrolled in AWCs reported that the growth monitoring was happening on a monthly basis.

The ICDS scheme also provides for health services including de-worming, IFA (Iron tablets) and Vitamin A dosage. More than a third of the children in the 5 cities surveyed had not been de-wormed. In Mumbai, 19% children did not receive the Vitamin A, 40% do not receive IFA supplement and about 27 % had not been de-wormed.

A significant proportion of parents whose children are going to private pre-schools and other institutions do not believe that their children are receiving essential services for their health and survival. So far you can infer that, while the Aanganwadi worker is providing the services within the institution, provisioning services through community outreach continues to remain a challenge. An indicator that substantiates the gap between the service and the community is the fact that though growth monitoring was done for 70 per cent of children, only 48 per cent of parents were informed. In Mumbai, for instance, 62 per cent of parents were not informed that their child is malnourished.

While there is an evident need for improvement, the study shows significant positive perception of parents towards Aanganwadi centres. 89 percent of parents feel safe in sending their child to AWCs and 98 percent perceive the Aanganwadi to be child friendly.

(Picture courtesy www.wsj.com. Image is used for representational purpose only)

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Low women’s education leads to early marriages?

A fact finding report reveals links between the level of women’s education in India and their subsequent status in life.
by Child Relief and You (CRY)

In India, all issues related to girl children ranging from female infanticide, domestic child labour to prevention of girl child trafficking are all enormously challenging tasks requiring sustained efforts on part of all duty bearers. Like all other rights viz Right to Nutrition, Development, Protection and Participation, a girl’s Right to Education continues to remain a critical and seemingly insurmountable challenge.

Last few years have seen a significant improvement in school enrollment at primary education, however, the same is not the case with secondary and higher secondary level. The Net Enrollment, which is a measure of the percentage of girls who attend school age-appropriately, is 89% at the primary level, and it drops to a meager 32% in higher secondary education (Source: Unified-District Information System on Education (U-DISE) 2014-15).

The link between low education and early marriage

Today India is leading in the total number of child brides globally. There is abundant documented evidence linking lack of education to early marriage, particularly for girls. There are also available studies showing the link between low education level of mothers and the early marriage of their daughters. NFHS-3 (2005-06) revealed that more than 85% of the surveyed girls who were married before the age of 18 had mothers who had received less than 10 years or no education.

We also have a high number of girls working as domestic workers and those who constantly face issues of protection. At a micro level the work demands convincing parents of the girl child to continue her schooling; changing attitude and practices of communities and closely tracking that no girl child drops from school. The need of the hour is to invest adequately in secondary and higher secondary education for this segment of population, so that our girls stay away from these multiple vulnerabilities.

The figures on the ground

The RTE Act (2009) covers children between the ages of 6 to 14 years, and enables free and compulsory education at the primary and upper primary levels. However, in absence of any legislation for children above the age of 14 years the scenario at the secondary and higher secondary level unfortunately remains dismal. The average annual dropout rate for girls rises from 4.14% at primary level to 17.8% at secondary level (Source: U-DISE 2013-14). Access to education post the elementary level continues to be a huge challenge, considering only 15.4% of schools in India offer secondary education and further still only about 7% of the schools offer higher secondary education.

Year % of Privately Owned Secondary Schools % of Privately owned Higher Secondary Schools
2010-11 54.8%
2011-12 Data not available
2012-13 52.38 54.04
2013-14 54.76 55.57
2014-15 55.52 58.79
Table-1 showing share of privately owned[1] schools in India (U-DISE statistics)

Back in 1966, the education commission (1964-66) chaired by DS Kothari recommended that India should allocate 6% of its GDP. Later this figure was challenged and revised by many scholars but the fact still remains that India is nowhere close this figure in terms of spending on education. More than 55% of schools offering secondary and higher secondary education in the country are not State-owned which renders them unaffordable to children of low income households (Source: U-DISE 2014-15). On the other hand the share of State owned schools have not seen any significant increase over the years.

STATE % OF PRIVATE SECONDARY SCHOOLS % OF PRIVATE HIGHER SECONDARY SCHOOLS
Maharashtra 92 94.8
Uttar Pradesh 90.44 94.1
Gujarat 86.65 91.78
Karnataka 64.94 68.32
Kerala 67.92 64.72
Table -2-Top 5 states having private ownership of secondary and higher secondary schools (U-DISE 2014-15)

Only in 10 out of 36 States in the country does the Government currently have an ownership share of two thirds or more of both secondary and senior secondary schools. The issue of privately-owned schools needs further attention in States such as Maharashtra and Uttar Pradesh where the percentage of private schools is more than 90% at the secondary and higher secondary level.

According to the 12th Five Year Plan (FYP), household expenditure for children going to private schools is higher (Rs. 893/- per month) than for Government schools (Rs. 275/- per month). The lack of access to secondary and higher education coupled with this challenge of affordability certainly impacts the girl child most since traditionally, families are more likely to invest in the education of the male child and girls tend to be married off early. There are over 4.6 million married children in India the age group of 15-17 years (eligible for secondary and higher secondary education), of which more than 70% (3.35 million) are girls.

Kreeanne Rabadi, Regional Director, CRY – Child Rights and You adds, “Mindsets to educate girl child are changing in India. Even in the most remote villages, many parents want to send their daughter to school. We need to drastically increase resources to meet these demands of making secondary and higher level education, affordable and easily accessible to girl child.”

(Picture courtesy www.realyouth.org. Image is used for representational purpose only)

 

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Mumbai drivers do not let ambulances pass

Nanavati Hospital’s recently conducted mock ambulance drive finds continued apathy from the city’s road traffic towards ambulances rushing patients to hospitals.
by The Editors | editor@themetrognome.in

The chances of a patient’s survival after a traumatic injury is directly related to how fast (s)he receives emergency care, called as ‘Golden Hour’ in medical parlance. Aimed at providing quality emergency care, Vile-Parle based Nanavati Super Specialty Hospital recently conducted a mock ambulance drive awareness campaign, named as ‘Mujhe Rasta Do’.

The drive was aimed to measure the responsiveness of Mumbai’s drivers in giving way to ambulances in traffic, while also creating awareness about giving way to ambulances so that lives may be saved. 10 ambulances drove to Nanavati Hospital from different locations; the aim was to reach in the shortest possible time.

Said Dr Rajendra Patankar, COO, Nanavati Super Speciality Hospital, “It is well established that the patient’s chances of survival are greatest if they receive care within a short period of time after a severe injury. In emergency medicine, the Golden Hour is the time period following traumatic injury – a very small duration but with a high possibility of saving a life on providing prompt medical treatment.”

The drill included 10 different ambulances travelling from different locations across the city to reach Nanavati Hospital within the shortest time span. The initiative commenced from 11 am with all ambulances travelling from different locations without patients, but with the siren on. “Other vehicles did not make way for the ambulance to pass by, despite hearing the siren. This creates immense pressure on us to help the patient reach the hospital on time.

“Many times, the ambulance gets blocked in huge traffic creating delay to get the patient admitted in the emergency care unit. People also tried to drive right behind the ambulance thinking that if they followed it, they would also reach faster. This creates further blocks and difficulties,” said one of the ambulance drivers.

Said Maharashtra Health Minister Dr Deepak Sawant, “The State of Maharashtra has recently created a green corridor for a heart transplant. A green corridor between the hospital in Pune to the airport and another one from Mumbai’s Santacruz airport to Mulund was created at a moment’s notice. There is an urgent need to create an ambulance freeway to address the emergency medical care needs within the shortest period of time. The State Health Ministry will definitely work towards such initiatives with the State Road Transport Department.”

(Picture courtesy www.youtube.com)

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The mistakes of a start-up owner

Where every second person is the owner of a ‘start up’, business owners would fare better after changing their mindset.
by Reyna Mathur

Are you an entrepreneur with a fresh start up company just waiting (or struggling) to get off its feet? After the first heady rush of getting your ideas into action, securing funding for your venture, even getting a partner or two on board, buying or renting an office premises and hiring a certain number of staff members, it is time to ask – Now what?

Why do so many start-ups fail?

Most start-ups are born for a reason, fuelled by a passionate dream. They even find financial backing from partners who are as invested in that start up’s vision as the founder himself. And yet, once the first few days, then weeks, then months roll by, several start-ups fall by the wayside. Several shut down after the first year of operations, others scale down considerably, while still others cut their losses and sell. Many others continue to struggle, before finally giving up in the face of mounting losses.

1. Allowing the dream to die. “The thing to remember is that whatever happens, closing down is not an option,” says Manali Sengupta (34), who founded an online cooking class a few years ago. She is now based in the US. “What most people do is spend a lot of time gathering their resources for a year, maybe two years. What they don’t spend enough time is on internalising their vision, making it so powerful that even in times of obstacle, their dream should pull them through. A friend of mine also started a similar venture like mine, but she gave it up in a few months because she couldn’t find many interested takers.”

It is said that those who let their dreams die do not dream hard enough. The trick is to pull on and motivate yourself to push ahead, especially on the bad days.

2. Not doing market research. What may seem like a great idea to you might have already been implemented by somebody else. Take the time to study the potential market and the need for your business in it. If there are 10 people already doing the same thing that you are doing, you need to ask yourself if following on their footsteps is the right way to go. You might have to tweak your idea to come up with a better solution than your competition.

Studying your market with an expert and then floating the idea to people you trust will help you get initial feedback which is most crucial for any start up.

3. Not being innovative. Again, this deals with not thinking through your business objective enough, but we’re going to go a step ahead and explore the possibility where a person owns a start up with a great idea but whose mode of operations is about 20 years old. “A student of mine started a small news website two years ago,” says Geetha Sukumar, a media professional from Chennai. “She worked very hard at it, but she ran it like she would run a print publication. Very soon she began to struggle because she was not able to attract ad revenue to it. I advised her to reassess the medium she was dabbling in – digital is an instant medium, so you cannot give delayed updates. She quickly regrouped and now she owns five other web platforms.”

4. Trying to reinvent the wheel. In a world where zany ideas are being pitched by the second, it is next to impossible to create a concept or product which may be an actual new invention. It is sometimes enough to just give a new spin on a contemporary idea – instead of reinventing the wheel, it is sometimes sufficient to let the wheel assume a new avatar which others have not thought of before. Take the case of two Mumbai-based sisters who came up with a blanket that protects the wearer from mosquitoes. Instead of spending months in researching and trying to come up with skin creams or products to kill mosquitoes at their breeding sites, they simply understood that humans are at their most vulnerable when they are asleep – and hence created a protective layer against dengue and malaria-causing mosquitoes. Today, their patented blanket is being sold in large numbers and they have orders from all over the country.

5. Trying to make money from Day 1. Any good businessperson will tell you that a new venture takes a minimum of two years to make good money, and a further three years to stabilise. Sure, you may start making money in the first few months, but remember that each period of monetary gain is followed by a plateauing of creativity and funds. Only perseverance and more hard work can help you tide over these bad phases.

(Picture courtesy www.theocmx.com. Image is used for representational purpose only)

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Book trailers: ‘Watching’ stories

There is something so inherently wrong about book trailers. This is a book geek’s rant, but it bears thinking over.
by Ritika Bhandari Parekh

Ours is a generation of consumers. We are not just fashionably materialistic but also nerdy in our hoarding ways. And so, books aren’t meant to be passed on from one sibling to another, not unless they are super expensive. With the advent of the Rs 99 only book, everyone is a reader. And thanks to the marketing gimmicks which are meticulously planned, one hears more about the book even before anybody reads it.

The story of the IITian writer is now legend; he wrote a book categorically with a marketing vision in mind, and the woman editor of a prominent publishing house rejected his draft for reasons quite literary. She stood her ground for rejecting his supposed magnum opus. But his book finally found a home, and his first ‘blockbuster’ book created a furore. This gave many Dalal Street writers and IITians with scant knowledge (and regards) for the rules of English grammar and sentence construction the impetus to start writing books. As long as the cash registers are ringing, who cares!

After the books, come book trailers

The latest to join the marketing brigade are the book trailers. Yes, you read it right – forget waiting for a plum movie deal to come their way, the over-imaginative publishing teams are giving the readers a sneak video peak of the upcoming books. Animation, visual effects, voiceovers by stars and a launch pad for the trailer attended by Bollywood stars…this is how future ‘successful’ books are anticipated and marketed these days.

Amish Tripathi’s no-holds barred Scion of Ikshvaku trailer had set tongues wagging even before the hugely successful book launch. With the slick animation, one feels the book might have been written for a television adaptation in the future. There are other book trailers wherein the protagonist narrates crucial paragraphs to intrigue the readers among the viewers. And there are a few authors who like to question the audience on the perplexities of the character’s situation – thus building the suspense.

 

Do we need to market books like this?

But these marketing ideas rob away the charm of a book. Each book, I believe, has a unique voice. And that voice is the one given by the reader. The world an author creates with his words can be interpreted in myriad ways by each individual reader. Our experiences and circumstances give the book and its character a unique shape in our imaginations. This silhouette will forever be etched in our mind and that is what makes books and their stories memorable.

It is said each book comes to you at the right time. So while a Romeo And Juliet will be taught and read in school, it is only when you experience the first throes of love will you grasp the true meaning of Shakespeare’s words.

By releasing book trailers, marketing teams are subtly telling the readers ‘how’ to read. These dictate what kind of voice the book’s protagonist should talk in, how they should look and much more. One of the reasons movie adaptations of books are disliked by many readers is the loss of the unique voice. With every reader being forced to imagine the book as interpreted by the director, it loses its charm.

Your mind’s eye is what binds you to a book. A few exceptions to the movie-book adaptations are the superhero and sci-fi fantasy films. Their futuristic world is undoubtedly hazy in everyone’s mind and hence a clear image of the author’s writings is appreciated.

JK Rowling’s Harry Potter series is another exception. The happiness and thrill a reader feels when Harry enters the magical realm of Hogwarts and seeing it on the screen is what makes the series more lovable.

As for the Indian book trailers, only time will tell how profitable they are for the publishers. Till then, let us just wait and ‘watch’ these books.

What do you think of book trailers? Tell us in the comments section below.

(Picture courtesy indianexpress.com. Image is a file picture of Amish Tripathi’s book launch)

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