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The waves are riding, high and fast. There is an engulfing air of excitement laced with novelty as India comes to terms with a mode of shopping which is slowly setting a blueprint for all our future exchanges with goods and durables. E-Commerce has made sure that the Indian population comes of age in an era of ever increasing internet penetration and smart phone access. E-Commerce has now spanned across verticals and industries, tying millions of distributors, banking channels, payment gateway systems, logistical operations and eventually the end consumer. Popular darlings of the industry in the beginning were books, consumer goods, white goods, lingerie etc. which has now seeped into my favorite category: E-Gifting. It is not that E-Gifting was not a part of the web experience before these past few years. There have been portals doing that since the earlier dot cum bubble of late 90s and the early part of the decade of 00-10. There were many portals like Indiangiftsportal.com which have had a fairly long run but the reasons why E-Commerce took off in a big way in the past 4 years are: Consistency in delivery, financing by investors who believe in the model, cash-on-delivery model where you pay after you have received the goods, big ticket discounts offered by the earliest contenders in the industry. The reasons are endless but the outcome is one – a mass hysteria around the e-commerce ship sailing high. Baked goods (read: cakes) had to be a part of the E-Gifting culture which had seeped in. Being bakers ourselves, the online mode gave us plenty of opportunities to scale ourselves higher because the major challenges of setting up a brick and mortar chain were gone. All we had to do was get a web catalogue done and we were ready to decimate the world! Add to that, some key decisions in marketing the product and the site (investing in SEO and SMM) and getting in place third party vendors for orders outside Delhi/NCR were the key factors for our little success we have tasted so far. Ranking high on some key search terms in Google like “send cakes online” and “cakes online India” got us our first few orders quickly and it became an important traction driver for us. The way forward for us from here is to now focus of deliveries outside Delhi. We have immense control over our deliveries here but it is sometimes tough for us to maintain control over deliveries in other cities for sometimes, they are not at the critical quality level we seek in our deliveries. But we are not complaining, because 5 years before, I could not even dream of serving visitors of cities outside Delhi About: Bhavya writes for Flower Aura, India. Flower Aura has recently forayed into online cakes delivery for patrons across India. Add-ons are cakes and flowers delivery which are complimentary for the first 1000 orders we receive. Get clicking, right away!
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