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From finding the right pair of shoes to matching with her better half, we find out what the Indian woman has been doing online
What are Indian women searching for online? Aeons ago, the Mayans predicted that the world would end in the year 2012. Almost six revolutions around the sun later, Planet Earth is alive and still kicking.
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Funnily enough, the period that was doomed to be the end of life aligned very closely with when things in India boomed, giving way to a new way of life—an era where a modern-day apocalypse means the Internet has shut down for a whole day. Or all the apps on your phone have disappeared without a way to bring them back. A 2015 report by Morgan Stanley states that India is the second largest Internet market in the world. From 2010 to 2014 alone, the country’s Internet users tripled from 100 million to 300 million. According to a Google spokesperson, over the next five years, i.e. by 2020, this number could again double up to almost 650 million. Basically, an increasing number of Indians are logging on for more than just a simple Google search. Thanks to the digital era, there have been many changes in the life of an Indian woman. We find out what she’s been up to, one app, website and gadget at a time. Fashion. Evolution: When Carrie Bradshaw said, “I like my money where I can see it, hanging in my closet,” who knew she was predicting a trend in the Indian e-commerce scene. Today, apparel is one of the top categories purchased by women online. E-commerce sites have had their fair of sceptics but over time, convenience has trumped doubts. Trends: “I think the biggest trend we’ve observed is that, women have definitely gotten more comfortable shopping online. When we first launched in 2007, women mostly bought only tops. In the past one year, we’ve seen a spike in the sale of dresses and trousers—something that is considered more tricky,” says Bindu Mendonsa, SVP and head of women’s and men’s businesses at Myntra.Fashion may be religion for some but there’s no denying that a devotion to it can leave your wallet feeling too light. In such a scenario, clothing rental platforms are no less than knights in shining armour. Chaitali Parmar, founder, TALI, a fashion rental service, says, “Women are becoming more aware of the fact that investing in fast fashion allows them to wear an outfit only a few times. Renting an outfit, on the other hand, allows women to afford a great outfit at 10 per cent of the MRP.” New outfits for that picture perfect gram? We definitely aren’t complaining. And somewhere in between all the scrolling, shopping and renting, came about the biggest difference to the online shopping experience. Women are no longer relying on models or mannequins to judge what an outfit will look like. “If you see a digital influencer, or someone you relate to, try on a certain outfit or style you were curious about, it just gives you that extra motivation to try it out for yourself. And when influencers talk about certain products, they often leave links to it in their social media posts, which make it that much easier to find something,” says Sejal Kumar, a digital influencer and YouTuber. What we love: ‘Try and buy’ features that allow us check out how clothes and shoes look on us before we pay. A trial room experience at home? We’re sold. The way forward: The clothing industry is not that far behind the oil industry in claiming the prize for largest polluter. So, more reusable or sustainable fabric? Yes, please. Beauty. Evolution: Online sales have played a huge role in the booming of the beauty market. Shashibhushan Udyavar, digital marketing head of the Consumer Products Division, L’Oréal India, explains, “Three to four years ago, the need was primarily driven by digital natives who had both good access to internet connectivity and payment systems, and products that weren’t easily available locally. Now, online shopping has become more accessible to a broader audience.” Trends: “Before, a woman’s source of finding out what’s trending was TV. With social media, she is more aware of international trends and beauty products,” says Hitesh Malhotra, CMO, Nykaa. International influencers also impact women’s buying habits today. “The Kardarshians, for example, are a major influence on the Indian woman. When Gigi Hadid collaborated with Maybelline, we saw the line become quite popular with our audience,” says Malhotra. This could also explain why Nykaa witnessed a boom in their luxe or international makeup products, which now makes up about 14 per cent of their total revenue. What we love: Virtual swatching features that allow users to judge what a shade of lipstick or nail paint will look like. The way forward: Less parabens and carcinogenic ingredients, more organic and natural beauty products. Décor. Evolution: Coco Chanel famously said, “The best things in life are free. The second best things are very, very expensive.” Which could explain why renting has become as popular in the furniture and décor space as it has in fashion. “If you purchase a piece of furniture, you get stuck with it. If you rent it, you have the option of terminating your contract and opting for a new piece whenever you feel like it,” says Sidhant Lamba, founder, Fabrento. Trends: According to Aishvarya Chanakya, VP, Marketing at Furlenco, urban millennials aren’t just edgy but practical too. “Since more women are residing alone or with flatmates, there’s an increasing need for multi-use furniture—for example, a one-piece unit that comprises a TV, speakers, charging points, a reading light and a single mattress,” says Chanakya. What we love: Today, you can rent everything you need for a two-bedroom home for about Rs 5,000 a month, while buying could set you back by a couple of lakhs. So, basically, lesser money spent equals more money saved for new experiences. The way forward: Pointing your phone to a corner in your room and imagining exactly what an armchair would look like there? Augmented reality ftw! Food. Evolution: Thanks to a cornucopia of food apps available today, you can have food delivered to your doorstep before your stomach growls in displeasure. Swiggy, Zomato, Foodpanda—the culture of dabbawalas seem to have gotten a new twist and we aren’t complaining. It’s easy to see where the appeal comes from—Quick deliveries, real-time tracking and the option to pre-schedule a meal, upping convenience for users.