Vijay C Roy
Tribune News Service
Chandigarh, March 27
Over 15,000 small and medium businesses (SMBs) in Punjab have listed their products on various online platforms to fulfil their entrepreneurial dreams and boost sales. This is evident from the fact that for some of the online players, Punjab is the biggest destination for sourcing of products, especially sports goods, ethnic wear and Punjabi juttis.
For these manufacturers, the e-commerce platforms improve their competitiveness and provide a platform to grow manifold. The online platform has built a marketplace to provide these sellers with an opportunity to move online in order to grow.
“I was working as a distributor for a Kolkata-based readymade manufacturer. Having suffered losses due to delay in payments, I gave up the distributorship. In 2013, I enrolled myself with an e-commerce company and started outsourcing ladies’ readymade garments. Buoyed by the response, I set up a manufacturing unit for ladies kurtis, tops and dresses,” said Sahil Arora, director, Arora Lifestyle.
When a seller gets listed on online platforms such as Amazon, Flipkart or Snapdeal, they have unlimited opportunities unlike physical stores where their business is restricted by space, distance, logistics and many other constraints.
“Initially, I used to sell around 15 pieces a day but now I am selling more than 800 pieces a day on three top e-commerce platforms,” he said.
Similar are the views of Anshika Saini, co-founder, Mitis Enterprises, who witnessed a significant growth in her business after getting listed on the e-commerce platforms.
For e-commerce players, major hubs for sourcing are Ludhiana, Jalandhar, Patiala, Amritsar, Chandigarh and Zirakpur.
“Punjab-based sellers are the highest sellers of sports goods on Snapdeal and serve buyers all over the country. Some of the popular sports goods sold online by them are punching bags, badminton racquets, sports shoes, hand wraps and home gym sets. A majority of the sports goods come from sellers based in Jalandhar,” said Snapdeal senior vice-president (corporate affairs) and communication Rajnish Wahi.
Among other categories, Punjab-based sellers sell crepe tops, phulkari dupattas and embroidered juttis. Anarkali suits from sellers of Zirakpur and watches from Ludhiana are popular across the country.
In Punjab, 10% of retail sale is in organised sector and the rest 90% is serviced by the unorganised sector and so there is an immense potential.
According to the sellers, Punjab has a good road network through national highways which helps e-retailers to service all 676 pin codes in the state. Today, 62% of the population in Punjab lives in the rural areas. The markets in these small towns and villages have limited products and lack options. The sellers through online platforms offer access to items which are not available in the local market.
Flying high with e-commerce platforms
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No of SMBs listed on e-commerce platforms: Over 15,000
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Major items offered: Ethnic wears, sports goods, watches, juttis, phulkari
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Benefits: Increase in margins, improved geographic reach, shorter time to market, improved customer experience
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