With a prize of 1.3bn customers, the battle to convert consumers to online is hotting up, say Brad Stone and Saritha Rai.Like many neighbourhood stores in India, the Sri Lakshmi Venkateshwara kirana is tiny and cramped.Single-rupee shampoo packets and bags of potato crisps hang from ceiling hooks. Jars full of colourful sweets and sesame brittle sit on the counter. Sacks of rice and lentils are stacked waist-high, occupying nearly every square inch of the floor.It may not look like it has much merchandise, but this kirana, in the southern village of Madikere, sells practically everything. Last year, the shop’s 27-year-old owner, Gangadhar, joined thousands of other small Indian retailers in partnering with Amazon. While cows and roosters ramble outside on the dirt lane and women walk by with bales of hay balanced on their heads, Gangadhar uses a smartphone to display Amazon’s selection to villagers and show them how to find things and get the best prices.“I’m the person between Amazon and the people who shop online,” he says proudly.Enlisting local shop owners as envoys for online buying is part of Amazon’s foray into India, one of the last frontiers of e-commerce. India has a population of 1.3bn, hundreds of… Read full this story
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