How India’s e-commerce brands made safety and hygiene a marketable commodity

For a market that has always been driven by value, India’s marketers are now making communication of safety and hygiene measures a priority.

Why it matters

India’s e-commerce industry has had to innovate on the product and marketing front almost overnight or risk a total shutdown. Several brands have risen to the challenge and introduced innovations on the product and marketing level with a common underlying thread – safety. The future is, without a doubt, ‘contactless’.

Takeaways

  • Many e-commerce brands, especially in the health and lifestyle space, will be forced to move to an online model.
  • Indians will move from a value-based outlook towards buying to safety, hygiene and brands that support this.
  • Social distancing-led initiatives like contactless delivery and discontinuing COD...

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