Amazon dot IN or OUT

Amazon the etailing giant has setup shop in India hoping to make a quick buck or two in this off late tech savy country. Amazon Inc. launched an Indian edition hoping to capitalize on growth in online shopping in the country. Amazon.in, the website name is truly very symbolic as the name suggests the times ahead where Amazon will be so 'IN' the Indian markets that other book vendors and other online portals are going for a toss.

The website as of now sells books, movies and TV shows. The display will expand to include mobile phones and cameras in the coming weeks, some of which feature on the website already. However Amazon.in differs slightly from many of the company’s other websites in other regions. For the time being atleast it will only offer products from third-party sellers, rather than its own merchandise. Its like a first time swimmer testing waters before jumping in. Here, they are actually making the lifeguard test the waters for them offering their swimming trunks. Quite an analogy, this !!

But it was a well thought of process. Acquisition of Junglee.com and then getting a full fledged approval from FIPB to set up a wholly owned subsidiary to engage in “the business of online market place operator and retailer inter-alia courier services". Big words for a country who gets blinded by new and sudden bling. Amazon was welcomed with open arms. After setting up Junglee portal in 2012, Amazon now launches its own self a year after it. Its like the Sinha clan launching their top brand, Sonakshi to create visibility in Bollywood (not coz of her forehead but as an actress). And then sliding in quietly the Luvs and the Kushs to make some extra money for the family.

There was no doubt that Amazon had the potential to enter alien markets and get into their grooves quickly. Amazon offers certain world class services which some of the local 'karts' can just dream of. Customers get ready to read ‘fulfilled by Amazon’ on their orders in the near future. Customers will get the options of cash on delivery, delivery tracking to the doorstep, and free returns pickup. The best service on offer atleast for books would be the second hand books on sale with the condition of copy mentioned alongwith. The customers deserve to know whether they are buying a stylish in form Rohit Sharma or slightly defunct 'hair is a mess' Ishant Sharma !! Once this is on offer and some of their regular gimmicks, Bansals will surrender their offerings along with the 'kart'. Its actually a win-win if they sell the business to Amazon. Isnt it a trend nowadays ? Nurture a thought, let it bloom into a business and then 'Bech De' !! 

However, the creme de la creme of Amazon, its Kindle ebook reader is their main target as they look to rake in revenues from the sale of this gadget. The bibliophiles of India will have a new toy to look forward to. Paperbacks and Hardcovers of this world have been replaced by the pdfs and the epubs. Kindle will just put its own stamp of authority however the affordability will be a question in certain sections of society. The ones who will be the worst hit will be independent vendors and the book stalls who sell authorized first copies. The road side vendors will still go along their own merry ways. People will read one way or the other, if not the electronic way then the conventional way it will be. 

Whether Amazon makes hay in the bright Indian sun, only time will tell. The strong infrastructure and the changing Indian society works well towards Amazon's success. The online portal might be well received however sale of certain products might not be sky high as expected. And as I just conclude ... OMG the new Dan Brown book is 10 bucks more on Amazon than Flipkart but the delivery time is 3 days less .. this is a big catch-22 !!