At a time when COVID-19 is spreading worldwide and isolation and quarantine measures are imposed on citizens in several cities, e-shopping has become more popular than traditional shopping centers in recent months. In some regions, e-shopping has become a common practice substituting shopping centers, especially since people prefer having their needs delivered to their doorsteps rather than going out and exposing themselves to the virus. This has become the safest and most comfortable option for many. This trend is expected to continue until the risk of the pandemic disappears.
However, these online purchases do not cover all geographical areas since they are mainly focused on big cities where a large number of people work and live. Consequently, many rural areas may be deprived of this type of service due to its logistical challenges, like transportation. This has led the government of India to support the launch of an innovative solution that is a rural version of Amazon specialized in retail. This platform targets villages in rural areas and plans to provide large quantities of basic commodities, such as vegetables, milk, fruits, and other products through outlets that take orders online and offline orders and carry out home deliveries.
This initiative, led by the Common Service Centers, embodies the government’s goal to expand digital access to more than 60 million individuals through 380,000 stores across various Indian rural areas. These outlets are managed and supervised by private sector experts but they are entirely overseen by the Ministry of Electronics and IT. Clients can visit these outlets online and buy whatever they need through a digital app provided for entrepreneurs in local villages who can acquire goods directly from suppliers. Then, these entrepreneurs can take the necessary measures to transport the goods within a period ranging from a few hours to one day at most. Every entrepreneur covers an area with a radius of 5-10 km.
People in rural India are warming up to the platform, and are not only purchasing essentials but are also using it to sell their goods within their own communities. This is another example of the role of innovative digital platforms and their positive impact on people’s lives, not only during this global pandemic but also after the crisis ends, as people will further rely on such platforms to improve services and the quality of life.
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