India’s digital market is a relatively recent development, compared to North America. When digital marketing started in India is probably around 1990.
Have you wondered what happens to the stuff that you return to stores? The appliances that you sent back to the online retailer or the furniture that dint quite fit in with your décor. Stores are now selling returned goods for deep discounts in bulk to other companies, then reselling them at a profit. The resellers are now gaining a stronghold in the business.