Creating Ecommerce for Real Bharat Customers: Vidit Aatrey from Meesho

A crucial cultural hook has helped the social trading platform Meesho grow your business, particularly in its early stages: by spending considerable time understanding your customers.

A your history 13th edition in tech Sparks 2022, Vidit Atrey, co-founder and CEO of Meesho, said the company was created to solve the problem for small-town retailers and customers.

“Sanjeev, our co-founder, and I come from a middle-class background, and have grown up watching our mothers go to a nearby boutique to buy their suits and saris,” Vidit said in conversation with Shradha Sharma, founder and CEO. , Your history. “For us, that was real commerce, which we don’t have in the big cities. And that’s what we wanted to build.”

Vidit and Sanjeev spent much more time building connections with customers, as did Meesho employees across ranks and teams.

“Most companies were replicating business from the West, (but) there was nothing for ‘real Bharat customers’ who have a very different demand and value,” Vidit said.

Meesho, technological sparks 2022
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As for customers in tier 2 and 3 cities, whom Meesho primarily serves, Vidit said most of them are women who prefer to pay cash on delivery of an order.

But a big challenge here is when the company has to refund payments for returned products, as not many women from small towns accept online payments.

“Women from tier 2 and 3 cities, who are our main clients, just hate receiving the money in bank accounts, as their husband or family gives them a monthly cash budget, which they use to shop,” said Vidit. Now, if they return a product, we have to pay online, and they (lose) the opportunity to get the money back. I don’t think this is the kind of challenge that any other e-commerce business faces.”

Another challenge Meesho faces when building for clients in remote villages is cultural.

Vidit said that when she asked women why they don’t shop online for all of their personal or household needs, they often said shopping for those items was the only quality time they could spend with their family, and they didn’t want to miss it. in that.

“So this is another ‘royal challenge’ from ‘royal Bharat’ clients,” he added.

Vidit also highlighted that Meesho had enabled small businesses from small towns who were skeptical about selling online due to high logistics costs and concerns about low profitability. “We try to satisfy this perception and allow them to sell online without charging commissions.”

Closing the session, Vidit shared that for small and medium-sized businesses to build a new business online, there shouldn’t be a lens around the profitable category.

“Go there, pick a problem you’re passionate about, and build for Bharat.”

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