Which of the following statements is correct in the Indian context?

  • E-commerce is a behemoth that will destroy offline retail and SMEs in India
  • E-commerce is an overhyped trend that is sustained through billions of VC dollars

If there is a version of truth that exists amidst pink unicorns and black unicorpses, it lies somewhere between (a) and (b). A cross between mirage, myth and reality, India’s e-commerce market glistens in the distance, beckoning players with its mystical riches and tales of untold disruption.