Chetana’s Institute of Management & Research

Bandra (East), Mumbai

Empirical Study of Retailers Preference towards B2B

E-Commerce

Industry Oriented Project

Submitted in partial fulfilment of the requirements for

Post Graduate Diploma in Management

Academic Year: 2020-2021

Submitted By

Name: Jay Nitin Kothari

Roll No.: M2 - 28

PGDM Batch: 2019-2021

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 DECLARATION

I hereby declare that this project report titled ‘Empirical Study of Retailers Preference
towards B2B E-Commerce’ submitted in partial fulfilment of the requirement of Post
Graduate Diploma in Management to Chetana’s Institute of Management and Research,
is my original work and not submitted for award of any degree or diploma fellowship or
for similar title or prize. References of work and related sources of information have
been duly acknowledged in the report.

The project has been carried out under the guidance of Prof. Rajiv Gatne

I further declare that I have no objection and grant the rights to Chetana’s Institute of
Management and Research to publish any chapter/project or use it for future reference if
they deem fit.

Place : Mumbai

Date : 01/05/2021

Name : Jay Nitin Kothari

Division : M2

Roll no. : 28

Digital Signature :

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 CERTIFICATE

This is to certify that the project titled ‘Empirical Study of Retailers Preference towards
B2B E-Commerce’ submitted by Jay Nitin Kothari to Chetana’s Institute of Management
& Research in partial fulfillment of the requirement of Master of Management Studies,
has been done under the guidance of the undersigned during the period December 2020
to April 2021.

Date: 01/05/2021

Place: Mumbai

Dr. Madhumita Patil Faculty Guide: Prof. Rajiv Gatne

I/C Director

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 ACKNOWLEDGEMENT

The success and final outcome of this project is because of the guidance and assistance
that many people have provided me and I am extremely privileged to have got this all
along with the completion of my project. All that I have done is only because of such
supervision and assistance and I thank each & every person who has helped me &
contributed towards the project.

I respect, thank, and owe a gratitude to my project guide Prof. Rajiv Gatne, faculty of
CIMR for their encouragement and more over for their timely support and guidance till
the completion of my project work. Also, I would like to express my gratitude to all the
other CIMR faculties for providing me this opportunity & assisting me to understand the
fundamentals of the subject matter.

I am thankful to and fortunate enough to get constant encouragement, support and

guidance from Mr.Vinod Sir Area Manager of Udaan who helped me in successfully
completing my IOP work. Also, I would like to extend my sincere esteems to all others
for their timely support.

Signature of the Student

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 TABLE OF CONTENTS
CHAPTER NO. TOPICS PAGE NO.

EXECUTIVE SUMMARY 6

GENERAL MANAGEMENT

1. Introduction to the Industry 7

2. About the Company 26

3. SOCIAL RELEVANCE 34

Corporate Governance

Code of Conduct

Specific CSR initiatives

4. FUNCTIONAL PERSPECTIVE 36

Objectives of the Project

Research Methodology

Secondary Research

Conclusions & Recommendations

5. ANNEXURES 47

Bibliography

Questionnaire

Turnitin Report

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 EXECUTIVE SUMMARY

The stated project report was undertaken & accomplished under Udaan, Mumbai which
is a unicorn start-up & is operating across various businesses. The report endeavours to
propose & deliver retailers preference towards B2B Online commerce & their opinion
towards Udaan’s business & performance delivery.

The project not only aims at identifying & analysing preferences but also provides a
holistic view of the entire B2B E-commerce industry, their operations, strategies, pricing
& other marketing practices. The main agenda of the report is to analyse the preferences
& provide valuable suggestions & feedbacks & maintain a healthy & long- lasting
relationships between Udaan & its potential customers.

Major objectives of the study were directed at understanding the B2B online business,
comprehend factors that influence retailers online trading & buying consideration & to
determine contentment of retailers dealing with Udaan.

During the course of study diverse primary & secondary data were collected in the form
of structured questionnaire through interviews with Central Mumbai region retail outlets
& same was analysed to identify their preferences & problem areas that Udaan could
have faced while dealing with them.

After doctoring & investigating the data collected, majority of retailers are using multi-
approach for procuring their offerings & major shift towards online procuring is
observed. Also, Udaan has developed a strong presence in the market is widely accepted
by small & medium enterprises. Apart from pricing, logistics, credit facility, online
platform & overall business experience with online supplier plays a major role in gaining
acceptance from retailers.

Key takeaway from the project was that the Online B2B commerce is developing a strong
hold in the market & will continue to grow in the long run & various online players who
directly reach out to channel partners & customers will generate huge business in the
market.

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 INTRODUCTION TO THE INDUSTRY
(E-COMMERCE)

E-commerce involves buying & selling of goods and services over the internet, as well as
the money and data transfers needed to complete these transactions. Electronic
commerce or internet commerce is other terms for e-commerce. It is most often
associated with the online selling of physical goods, but it may also apply to any type of
commercial transaction that is made possible by the internet.

The historical backdrop of internet business starts with the primary ever online deal
which occurred on eleventh August, 1994; a man sold his CD by the band Sting to his
companion through his site Net Market, which was an American retail stage. So this was
the principal illustration of a purchaser purchasing or buying an item from a business
through the World Wide Web or E-trade as we ordinarily call it today. Consequently, from
that point forward web based business has been advanced to make items simpler to find
and buy from online retailers and commercial centres. In basic words E-trade is 'Utilizing
Electronic Platform for Business Transactions'. It is likewise called a 'Virtual Market
Place'. Autonomous consultants, independent ventures and huge partnerships; all have
been profited by internet business, which empowers them to sell their products and
administrations at a scale that was impractical with disconnected retail.

Online business has become a significant business measure for Global associations and
Multi-National Companies. A customer who buys on the Internet is known as a digital
shopper. Web based business has been developed through the time as it isn't simply
restricted to online deals, yet additionally covers-arrangement of online deals gauges,
counselling of digital customers, arrangement of an electronic index, continuous
administration of item accessibility (stock), online instalment, conveyance following and
after-deals administration.

In straightforward words we can say that, E-business alludes to business exchanges led
on the web, which implies whether you purchase or sell something utilizing the web, you
are associated with online business. Huge Commerce destinations that online business is
developing 23% year-over-year. What's more, as indicated by e-Marketer, worldwide
online business deals are relied upon to top $27 trillion of every 2020.

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TYPES OF E-COMMERCE –

1. Business to Business (B2B):-

This online business type incorporates all electronic exchanges of products and
administrations directed between two organizations or organizations. Any organization
whose clients are different organizations work on a B2B model. They are not occupied
with any deals to the purchaser public.
Models incorporate Xero, internet bookkeeping programming for independent ventures,
ADP, a finance preparing organization, and Square, an instalments answer for SMBs.

2. Business to Consumer (B2C):-

In this sort of web based business, the business offers their items to the clients or
customers through online web-based interfaces, where you look for your ideal item,
scroll them, add them to the truck and afterward get it through online asset exchange
strategy like with the utilization of credit/check card or net banking. In straightforward
words, organizations offer their items or administrations to the end clients for example
buyers. Models incorporate Wal-Mart, IKEA, Amazon, Flipkart, and so on

3. Consumer to Business (C2B):-

In C2B, there is a finished inversion of the customary feeling of trading merchandise.
Here buyers offer their items or administrations on the web and organizations post their
offers. At that point buyers survey the offers and pick organizations that live up to their
value desires. For example the paid review in regards to any result of any organization,
selling eminence free photos, pictures, media and plan components like iStockphoto,
proposition for organization site or logo and so on

4. Consumer to Consumer (C2C):-

This comprises of electronic exchanges of items and administrations between two
clients. These are fundamentally led through an outsider that gives an online stage to
these exchanges.
For example Locales, where old things are purchased and sold, OLX, eBay and so on

5. Business to Administration (B2A):-

B2A is otherwise called business to government (B2G) trade. This piece of e - business
incorporates all exchanges directed online among organizations and policy management.
This territory includes an enormous sum and an assortment of administrations, especially
in territories like financial, government backed retirement, business, authoritative
archives, registers and so forth B2G business is likewise alluded to public area advertising
that implies promoting items and administrations to different government levels. The
B2G business network gives a stage to organizations to offer on government openings
like sales, tenders and application accommodation and so on.

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6. Consumer to Administration (C2A):-
The Consumer to Administration model includes all electronic exchanges led among
people and policy implementation. Model – Tax recording. And so forth

Models –
Instruction - scattering data, distance learning, and so on
• Social Security - through the dissemination of data, making instalments, and so forth
• Taxes - documenting expense forms, instalments, and so on
• Health – arrangements, data about sicknesses, and instalment of wellbeing
administrations, and so forth

The principle objective of both the B2A and C2A kinds of online business is to build
adaptability, effectiveness, and straightforwardness in policy implementation. Shopper
to organization or customer to government internet business model gives a simple and
moment arrangement or approach to set up correspondence between the buyers and
government.
C2A models incorporate applications, for example, e-majority rule government. A-casting
a ballot, data about open administrations and e-wellbeing. Utilizing such administrations
shoppers can post concerns, demand criticism, or data (on arranging application
progress) straightforwardly from their neighbourhood governments/specialists.

Major Sectors:-
E-Commerce industry in India primarily into the following segments:
 BOOKING: - This is the largest segment and includes websites or apps that allow
customers to buy tickets for travel or book hotel rooms also can book Movie
tickets as well. For e.g. Bookmyshow, Goibibo, Makemytrip.

 FOOD AND BEVERAGES:- This segment includes apps that allow customers to buy
food and beverages online at any time any place. For e.g. Zomato, Swiggy.

 MARKETPLACE:- It includes all web-based platforms where sellers display variety

of products for other customers/ buyers to purchase online form multiple sellers.
For e.g. Amazon, Pepperfry, Bigbasket.

 REAL ESTATE:- Concept of publishing houses for sales and rent for consumers
who all are seeking to buy or rent a property. For e.g. 99acres, Magicbricks.

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 MARKET SIZE & GROWTH RATE

The quickly developing web based business market in the nation will contact $84 billion
of every 2021 from $24 billion out of 2017 by virtue of a sound development in
coordinated retail area. A quickly developing economy and powerful socioeconomics
give an uplifting perspective to the buyer organizations in India and likewise these
variables will fuel the retail market development in the nation, making India the third
biggest retail market in Asia and fourth biggest on the planet.

The retail market in India is required to develop to $1.2 trillion by 2021 from $795 billion of
every 2017.

Moved by rising cell phone entrance, dispatch of 4G organization and expanding shopper
abundance, the Indian E-business market is relied upon to develop to US$ 200 billion by
2026 from US$ 38.5 billion out of 2017. Online retail deals in India is relied upon to
become 31% to contact US$ 32.70 billion out of 2018, drove by Flipkart, Amazon India and
Paytm Mall.

MARKET SIZE –

GROWTH RATE -

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 CONTRIBUTION TO GDP
 The Indian economic ecosystem is pacing by 7% in Oct-Dec 2016 and is expected to
rise at 7.1% in 2016-17. Electronic commerce industry is now worth of rupees. 1257
billion in 2015 is estimated to donate about 1% to India’s total GDP.

 Some agencies have put up segment wise bifurcation of Electronic commerce

industry to the overall India’s GDP. Major contribution is driven by B2C E-
commerce which accounts for 0.64% of India’s GDP in 2018 & is estimated to
continue to increase on YOY basis in the year 2021.

 Gross domestic product, abbreviated as GDP, reflects the total amount of goods
and services generated in a country. The retail sales recorded for the year 2020 is
$26.0749 (US trillion dollars), we also have prediction till year 2023, wherein we
see a steady growth of 4.5% each year which will account to 13.5 % by the end of
2023. The sales would be assumed to be $29.763 (US trillion dollars)

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 GROWTH DRIVERS FOR E-COMMERCE

 Cost -
For a business section costs for taking an interest in online business are moderately low.
Frameworks can be planned, executed and a web presence can be set up generally
inexpensively. The frameworks subsequently offer a possibly quick profit from the
venture.

 Customer Preferences -
Customers today are spoilt for choice, both in terms of being able to quickly and easily
compare product prices across websites, as well as consistently driving the demand for
new and unique products from retailer.

 Hyper-personalization -
Shoppers increased reliance on mobile & its applications have surely increased
personalized shopping experience & with pandemic it is now the new normal.

 Third-party logistics-
Co-ordinations assumes an urgent part in the formation of deceivability in the online
business inventory network and decides the general fulfilment of the clients,
effectiveness and administration conveyance. Outsider co-ordinations are currently
arising as a critical driver in the internet business in the country. Most online retailers are
discovering it monetarily attainable to rethink the co-ordinations segment of the store
network given its unpredictable and capital-escalated nature.

 Payment Modes -
Even the more tactical aspects of retail, like payment modes, have been forced to evolve.
Starting with cash-on-delivery, this trend quickly spread to embrace card payments and
digital wallets. These initiatives have posed significant technological and security
challenges for retailers.

 Explosion in the mobile internet penetration-

Portable web infiltration joined with expanding discretionary cash-flow is driving more
clients to online versatile shopping. In addition, clients are getting more honed and more
educated about their necessities and accessible arrangements than at no other time and
believing the online retail connects with their money.

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 OPPORTUNITIES FOR E-COMMERCE
 Extended Use of AI (Artificial Intelligence) –
Beginning with Artificial Intelligence for example simulated intelligence; it is essentially a
space of software engineering that underlines the production of insightful machines that
work and responds like people. It can control and move objects. The vast majority of
individuals identify with it as "automated". Presently, AI is making a sprinkle in internet
business now as well, as its innovations truly help to stand apart from the group in the
cutthroat online retail world. This is on the grounds that client needs as per their solace,
decision and inclinations and once in a while it is hard to clarify this so for this AI is the
thing that online business needs. Later on, when innovation will turn out to be more
democratized, retail marks are anticipated to utilize AI all through the whole client
venture: for visual hunt, recommender frameworks (to precisely coordinate with clients'
very own taste, shopping personalization, and in any event, for virtual purchasing
partners that can be pre-set to buy for a client's sake if an adored item goes discounted.

 Advanced Chat-bots for getting orders & Customer Service –

Visit bot is otherwise called smartbot, talkbot, chatterbot, Bot, IM bot, intuitive
specialist, conversational interface, Conversational AI, or counterfeit conversational
substance. It is essentially a PC program intended to mimic discussion with human
clients, particularly preposterous. Thus, this talk bot assists with utilizing in cafés,
cafeteria to take request with the inclinations of the clients. Like it assists with skirting
the lines, make a request quickly, and have a name spelled effectively on the cup. Along
these lines, the reality is: When it comes to setting orders, visit bots are the future
particularly since they're progressing so quickly.

 VR Shopping –
Individuals were worn out on remaining in lines. They were worn out on not discovering
their size in stores, and by and large, burnt out on squandering their valuable energy on
driving. And keeping in mind that web based business tackled a large portion of these
issues, there's as yet one major benefit that actual stores have over their online rivals:
the experience of really being there

 Same day delivery & drone delivery –

Same-day conveyance is rapidly getting colossal — in light of the fact that individuals like
the productivity, yet in addition since it consolidates the best of blocks and cement (also
known as getting items on the spot) with the best of online business (more extensive
determination and lower costs). Model - Amazon presented the same day delivery for its
great clients.

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 CHALLENGES FOR E-COMMERCE
 Postal addresses are not standardized -
On the off chance that you put in an online request in India, you will very likely get a call
from the co-ordinations organization to get some information about your careful area.
Unmistakably your location isn't sufficient. This is on the grounds that there is little
normalization in the manner postal addresses are composed. Last mile issues add to web
based business co-ordinations issues.

 Legal barriers -
Numerous online business adventures shut down their business because of legitimate
infringement. Quick development of web based business additionally raises new issues
from the legitimate viewpoint which brings about the online business challenges in India.
As an online merchant, one should know about something very similar.

 Cash on delivery -
Indian online clients like to put 'cash down' orders rather than making portion on the
web. Regardless of the way that COD office helps in creating more gives, it is in like
manner a risky option for traders as some degree of customers may decrease to
recognize items at the hour of transport in view of various reasons. Fake buyers likewise
are a significant goading to merchants and cause them to suffer setbacks.

 Lack of Internet connectivity -

There are regions where web availability is low and individuals don't utilize PDAs. In this
way, these clients can't accept on the web. This is something venders can't do anything
about.

 English specific -
The product so far in the nation is English explicit. Be that as it may, to make web based
business reach to the little ventures, it should be accessible in the dialects (territorial) of
the proprietors of the little undertakings to empower them to adjust internet business
measures in their tasks. Sooner it is done, better will be it for little undertakings to adjust
web based business.

 Payment and tax related issues -

Visa couldn't acquire development in India for the most part due to verification and
acknowledgment issues of electronic marks. Expense organization is another perplexing
issue in this consistent overall internet business.

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 MAJOR PLAYERS
Major E-commerce Giants in India –

1. Amazon –
American internet business goliath, Amazon, is said to have a crowd of people reach of
89% in India. Since dispatching in India in 2010, the site presently produces an expected
322.54 million month to month guests, making it the most elevated performing site in the
country, by far.

2. Flipkart –
While it could be 100 million month to month guests behind Amazon; Flipkart is an Indian
online business example of overcoming adversity, setting up savage rivalry against the
worldwide heavyweights. Established in 2007 in India, Flipkart is an absolutely online
assortment store that, in 2018, sold 77% of itself to Walmart for USD$ 16 billion.

3. IndiaMart –
IndiaMART is the biggest online business-to-business commercial centre in the nation,
established in 1999 to associate purchasers with providers. Today, IndiaMART has around
60% piece of the overall industry of the online B2B classifieds area in India.

4. 1mg –
1mg is an Indian online drug store making medical services open, reasonable, and
moderate for its clients. Not exclusively is the site a stage to buy medication and other
medical care items, yet it goes about as an entryway to discover data about the drug
specialists recommend them to all the more likely comprehend what they are taking.

5. Udaan –
Another energizing player is Udaan, an organization driven B2B exchange stage that has
an alternate methodology towards the business, rather than giving limits and motivators
to individuals, the group centres around consistency. It gives credit influence utilizing
guaranteeing arrangements that simplicity torment in B2B tasks. The organization works
with secure instalments and smooth co-ordinations. It additionally offers request the
executives, bookkeeping, and instalment the board answers for traders on the stage.

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LEADERS OF DIFFERENT E-COMMERCE BUSINESS MODELS –

SPECIFIC VERTICAL E-COMMERCE GIANTS OF INDIA–

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 GOVERNMENT INITIATIVES
 From 2014, the GOI has declared multiple initiatives such as, Digital India, Make in
India, Start-up India, Skill India and Innovative Fund. Proper implementation &
ensuring adequate support to these programs will surely help India to achieve
growth in E-commerce market.

 In the Union Budget of 2017-18, government has apportioned US$ 1.55 billion to
BharatNet Project, declaring accessibility of fast broadband network on optical
fiber and openness of Wi-Fi problem areas and advanced administrations at low
duties in excess of 150,000 gram panchayats, before the finish of 2017-18.

 A DigiGaon activity will be dispatched to give telemedicine, schooling, and abilities

through advanced innovation.

 Government declared the dispatch of BHIM application. It will help increment

computerized instalments for public meeting, which expect to address the issues
of buyer interest and security concerns.

 Under the Digital India development, government dispatched different activities

like Udaan, Umang, Start-Up India Portal, and so forth.

 The on-going declaration of GST rollout, another critical change would help e-
retail contenders smooth out their inventory network and work on their
assessment structure, while supporting consistent incorporation of labour and
products the nation over. Also it will wipe out the double expenses being forced
on the current online business environment.

 In request to expand the cooperation of unfamiliar parts in the online business

field, the Indian Government climbed the restriction of unfamiliar direct
speculation (FDI) in the E-trade commercial centre model for up to 100%
(inB2Bmodels).

 The Government of India has dispersed prizes worth around Rs153.5crore

(US$23.8million) to 1 million clients for accepting advanced instalments, under the
Lucky Grahak Yojana and Digi-Dhan Vyapar Yojana.

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Other major flagship initiatives of the Government are:-

i. Digital India: One of the profoundly eager and greatest at any point considered
undertakings is 'Advanced Digital India' which revolves around changing India in to a
carefully enabled and information economy. The three key territories that have been
recognized are to fabricate advanced framework as a centre utility, empower
government resident administrations on request and computerized strengthening of
residents

ii. Start-up India: This program means to construct a solid eco-framework for sustaining
"development" and "dramatic new companies". The public authority of India has made
strides, for example, giving subsidizing support through a "Asset of Funds" (with a
corpus of INR 100 billion); (1.5 billion US $) 'Start-up India centre', a solitary point contact
for the beginning up environment, charge exceptions for the underlying three years and
quicker exit for new businesses.

iii. Make in India: Focused on India's mechanical turn of events, the key advances taken
by the public authority of India are improving the business climate and empowering
producing, and permitting FDI in key areas. Key mainstays of this program are
'exploration and development' and 'helpful business climate'

iv. Skill India: To connect the deficiency of gifted labour, the public authority of India has
set an objective to prepare 400 million individuals under the new 'Public Policy for Skill
Development' by 2022.

 REGULATORY AFFAIRS –
In e-commerce, firms need to be more transparent and accountable, as well as
not being able to raise the price of products. The organization cannot generate
more than 25% of its sales.

 FISCAL MEASURES –
Fiscal strategy, initiatives employed by policymakers to stabilise the economy,
primarily by controlling the rate and allocations of taxation and budget spending.
Fiscal policies are often used in combination with monetary policy to accomplish
those targets. According to new measures organizations have no possession of
inventory, community businesses cannot sell on the platform.

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 FDI INVESTMENTS

As per the norms laid down by the Government of India, 100% FDI is allowed for
B2B business models of Electronic Commerce.

FDI in B2C E-commerce is allowed only in stated circumstances:

i. A manufactures is allowed to sell all his/her products which are manufactured by

him/her on the Indian Soil.

ii. Brick & mortar outlet (single retail entity) is allowed to participate in retail
based business though E-retailing (Electronic commerce)

iii. An Indian maker is allowed to sell its own single image items through
Ecommerce retail. The Indian producer would be the investee organization, which
is the proprietor of the Indian brand and which makers in India, as far as worth, in
any event 70% of its items in house, and sources, at generally 30% from Indian
makers.

Extent of Foreign Direct Investment in E-commerce:

i. Complete - 100% FDI is allowed under the auto route system for players of E-
commerce & its international market.

ii. FDI is discontinued from inventory oriented business model of Electronic

commerce.

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 EVOLVING E-COMMERCE TRENDS
 Augmented Reality enhances the reality of Online Shopping –
Shopper who shops online have many perks in the form of: saving time by not visiting
outlets for purchase, surfing through & comparing price points for various brands by just
a click, access offerings from various cities of the country & thereby saving ample
amount of time & money.
An Indian maker is allowed to sell its own single image items through E-commerce retail.
The Indian producer would be the investee organization, which is the proprietor of the
Indian brand and which makers in India, as far as worth, in any event 70% of its items in
house, and sources, at generally 30% from Indian makers.

 There will be a Growth in Voice Search based Shopping -

Circle Ventures conjectures that 75% of U.S. families will possess a shrewd speaker by
2025. Individuals are progressively depending on voice collaborators like Google
Assistant or Amazon Alexa to do everything from check the climate to purchase items on
the web.
As an ever increasing number of families acquire this innovation and develop more open
to utilizing it to make buys, there's a ton of undiscovered potential for internet business
organizations hoping to make a move before anyone else.

 AI helps Shops learn about Shoppers -

As man-made consciousness and AI develop more modern, numerous web based
business organizations have effectively started utilizing it to make keen item
suggestions. Not exclusively will this probably expansion in 2020, yet it's just a glimpse of
something larger regarding ways AI can add to retail and web based business.

 On-site personalization uses those Insights to create Individualized Experiences –

One way AI can be utilized is to assemble data about guests and afterward help change
the site to their needs and needs. People esteem encounters and items that have been
customized to them. This again is something that is regularly lost in the change to on the
web, self-administration shopping. Executing customized encounters nearby or in
showcasing endeavours has been appeared to have a solid impact on income, with one
examination discovering it had a 25% income lift. On-going information likewise shows
personalization endeavours can decrease bob rates by 45%.

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  Big data plays a big role in Creating Personalized Experience –
Obviously, not all personalization is made equivalent, and various specialists have various
dreams for where online business personalization will go in 2020. Some likewise believe
personalization to be a two sided deal since information and protection are being raised
as worries for certain buyers.

 Chat-bots improve Shopping Experiences –

Talk bots permit stores to speak with a large number of clients while giving them the
sensation of individual consideration and insightful proposals dependent on their
reactions.
As a general rule, a developing number of customers really like to banter with bots and
other computerized self-administration instruments. One investigation tracked down
that over 60% of clients report favouring having sites, applications, or visit bots answer
their easier requests. One of the significant explanations behind this is a direct result of
the quicker reaction time.
Specialists anticipate that 80% of organizations will utilize talk bots in 2020. As well as
expanding in recurrence, there are various ways specialists foresee bots will develop in
the coming years.

 Mobile Shopping is still on the move –

Up until this point, we've generally centred around the ways web based business is
shutting the hole and bringing actual store encounters on the web. In any case, there are
as yet numerous things that web based business have up on in person retail. One of the
unmistakable benefits is the capacity to shop from anyplace.
Presently in the United States it's assessed that the greater part of clients shops utilizing
cell phones. In Europe, 55% of clients are shopping on portable.
Web based business organizations are putting forth a valiant effort to give a smooth
client experience on their internet business locales with various instalment choices
including e-wallets.

 More ways to Pay –

Clients are utilized to the simplicity of shopping on enormous online retailers like Amazon
and Walmart. They save the clients' charging and delivery data to make for a quick and
simple checkout experience without a ton of information section. Web based business
sites are progressively utilizing instalment alternatives like Apple Pay, Paypal, and other
financing choices that empower a frictionless checkout.

21
  Headless and API-driven E-commerce allowed continued Innovation –
Headless business is an answer that permits a store's internet business stage to be totally
decoupled from the frontend show layer. 2020 may see an expanded appropriation of
headless — especially new headless frontend arrangements like more IoT and PWAs. It
will likewise likely be considered by a more extensive market including more modest
organizations and B2B use cases.

 Customers respond to Videos –

In 2019, video was appeared to expand change rates with 62% of customers saying they
watch item audits prior to making a buy. In case you're not exploiting this generally, 2020
could be a decent year to begin.
Web based video on your landing page can likewise be an eye-getting method of drawing
clients' consideration. Zwift, a wellness application, utilizes video on their landing page to
catch the fervour and energy of their item.

 Subscriptions keep Customers coming back –

Membership plans have various benefits for retailers since they make it simpler to
foresee satisfaction needs and permit you to keep up clients for more prominent long
haul esteem.
A few specialists alert that purchasers are possibly developing more mindful of the effect
of various membership administrations on their spending plans, so they might be
choosier later on. Retailers receiving this plan of action in the coming year should be
conscious about what makes their specific membership an unquestionable requirement
have.

 Sustainability is becoming more important –

Supportability is taking on a restored significance for present day customers and brands
are discovering approaches to mesh that into their items, their satisfaction systems, and
their promoting. One overview tracked down that half of respondents needed greater
maintainability in the style business, and 75% needed to see less bundling.
Pragmatic application - 4ocean has made this a basic piece of their plan of action. They
match the acquisition of every wristband or other item sold with the expulsion of waste
from the world's seas. They likewise use eco-accommodating bundling from Eco Enclose
to transport their items. Taking on more maintainable practices and ensuring your clients
know about them can be a decent method to remain serious in 2020.

22
  Businesses should optimize digital strategy for conversion –
Regardless of what you sell, odds are you have a few contenders. Remaining in front of
them implies not just getting more possible clients to your site yet in addition changing
over them once they're there. Change advancement is a developing worry in 2020 as
organizations hope to tweak their item pages and ensure their items stand apart across
their multi-channel promoting roads. This may remember dynamic advertisements for
Facebook, shopping promotions on Google, or on location advanced showcasing
endeavours.

 B2B is Growing… and Changing –

The worldwide B2B market in internet business is moving emphatically upward as of now
and likely into what's to come. Worldwide retail online business deals for B2B are
required to reach $4.2 billion of every 2020 and ascend to $6.5 billion by 2023, as per
information from Statista. As more B2B organizations move on the web and existing on
the web organizations sharpen their contributions, one factor to consider is the changing
assumptions for B2B purchasers.
Forrester predicts that by 2020 practically 50% of all grown-ups will be millennial, which
additionally implies an increment in Millennial B2B purchasers. Gen Z is beginning to
enter the labour force also. These crowds favour a less complex, more self-serve client
experience that permits them to explore and get the data they need without conversing
with sales reps.

23
 COVID – 19 IMPACT
Technological developments such as digi-payments, best-off logistics, are expected to
drive development in the industry. Growth in the e-commerce sector would also improve
jobs, raise export profits and increase long-term tax collection.

Smartphone consumption growth is projected to accelerate by 84% to 859 million by

2022. It is not too premature to conclude that the global pandemic of COVID-19 is likely to
be one of the defining incidents of 2020, and that it will have consequences that will last
well into the decade. As more cities are lock downing, non-essential companies are being
ordered to shut down, and consumers are typically resisting public spending. Limiting
shopping to everything but the basics is now a modern normal. Consumers have
migrated from malls, supermarkets and shopping centres to internet outlets for the
purchasing of items, ranging from commodities to packaged goods.

World Health Organisation further answers the issue by noting that it is safe to accept
shipments from areas where COVID-19 reports have been identified. E-commerce entails
more than simply getting a brand name and offering online goods. Finding the right
target demographic, product segment and engaging with your clients is important
because it helps you to minimise additional costs and offer goods that are better tailored
to your consumer base.

For so many companies moving online to fulfil their expectations and needs over the
year, the emphasis on digitalization and growth has been at the forefront and is
predicted to do so for years to come

Technology-enabled technologies, such as digital banking, hyper-local logistics, are

projected to accelerate business growth. Development in the e-commerce market will
also boost employment, raise export revenues and increase long-term tax collection. It's
a new normal to restrict shopping to anything but the basics. Consumers have moved
from stores, supermarkets and shopping centres to online sources for the buying of
goods, ranging from commodities and packaged goods.

24
 ROAD-MAP FOR E-COMMERCE
E-trade is persistently advancing and is getting increasingly more essential to
organizations as innovation proceeds to progress and is something that ought to be
exploited and carried out. From the web and online business, the conceivable outcomes
have gotten inestimable for the two organizations and shoppers. Setting out more open
doors for benefit and progressions for organizations while making more alternatives for
buyers. In this universe of new innovation, need to oblige to the new kinds of buyer
needs and patterns since it will end up being imperative to their business' prosperity and
endurance.

With the advancement of PC innovation, the World Wide Web has become the
association mode for the organized world. PCs from areas that are topographically
scattered can chat with one another through the Internet. Similarly as with any new
innovation, there are positives and negatives related with its utilization and Adoption. At
long last, an e-commercial centre can fill in as a data specialist that furnishes purchasers
and venders with data on items and different members on the lookout.

The Internet offers companies with connections to millions and millions of individuals. In
the World Wide Web, businesses travel across national borders to reach a broader
audience. Creation of E-Commerce allowed domestic companies to offer more services
to customers. It also affects the way people look at buying and saving money. E-
commerce has changed the face of retailers, services and other things that make our
economy work. Undoubtedly, it will continue to affect how businesses distribute and
advertise their goods and how consumers want to make transactions for several years to
come.

It's a new normal to restrict shopping to anything but the basics. Consumers have moved
from stores, supermarkets and shopping centres to online sources for the buying of
goods, ranging from commodities and packaged goods. If the number of people using
smartphones continues to grow, it is important for companies to recognise that they
have a unique ability to communicate with their customers 24 hours a day. The
knowledge superhighway enables rapid data sharing around the globe, which often
means new information, to be made accessible more easily.

25
 INTRODUCTION TO THE COMPANY
(UDAAN)
Udaan is a B2B trade marketplace that is specially designed to empower, retailers,
wholesalers, traders & manufacturers using technology as a source.

Udaan is controlled by Hiveloop Technology Pvt. Ltd. and is an exceptional activity for
little and medium organizations in India.

The primary thought was to interface wholesalers, dealers, retailers and producers on a
solitary stage by means of a versatile application. The Udaan application empowers
clients to admittance to genuine bits of knowledge into dynamic patterns and numerous
other premium B2B exchange highlights.

At first, Udaan was begun uniquely as a calculated stage for little purchasers and venders
in hardware, staple and clothes.
That time they just centred around co-ordinations for approx. 8 to 10 months.
They got extraordinary openness inside India which was critical for the beginning up
around them.

During those days, Udaan has assembled an immense information data set of purchasers
and venders before they ventured into the stock business. Lately, Udaan had assembled
a full-stack stage for little and moderate sized endeavours which will be the mix of a
commercial centre, co-ordinations, and loaning.

 OBJECTIVE – Connecting the SME’s of India & delivering the best business support
to them.

 APPROACH –
o Tech-enabled supply chain solutions
o Developing an one-stop platform for fulfilling orders through adequate
logistics support
o Providing best-in class order processing, accounting & payment managing
solutions.

 IMPACT –
o Delivering to 900+ cities across the country
o Strong monetary impulse
o Customers Purchase frequency 7 times (per month)
o CCR up-to 40%

26
UDAAN’s BUSINESS MODEL –

Udaan is a Business to business commercial centre on which makers and wholesalers can
offer their items to retailers through an online stage or versatile application. What's
more, the organization gives co-ordinations, secure instalments, and specialized help
moreover.

They are the asset-light player (based on their business approach). They don’t own any
assets & also are not planning to go asset-heavy for next few years.

Udaan assists organizations with finding clients, providers, and items across classes and
associate them to get the best arrangement. The stage likewise works with secure
instalments and gives co-ordinations support. The organization likewise offers
bookkeeping, request the board and instalment the executives answers for dealers on
their foundation.

The Promoters of the organization found that financing working capital has been a
significant cerebral pain for end retailers. The retailers wind up acquiring from nearby
banks who charge excessively. Udaan plans to give working capital (assets) to them at a
sensible rate. In this way, aside from being a stage for retailers and wholesalers, it has
too begun endorsing advances for these private companies. It has additionally gotten a
non-banking monetary organization (NBFC) permit to give funds to SMEs.

UDAAN’s REVENUE MODEL –

Major revenue for Udaan comes from commission & credit facilities

- SELLER SIDE –
 For Goods sold, 0.6% to 1% commission is taken by Udaan
from sellers

- BUYER SIDE –
 Buyers are charged 1-2% delivery charges
 Quick cash plus – credit is available quickly & can be paid off
interest-free in 30 days, after which a 10% interest rate is
applicable
 Udaan gives credit to buyer for a particular period of time
after which an interest rate of 15-18% will be charged
additional to the amount given.

27
 TOP MANAGEMENT OF UDAAN

FOUNDERs & OWNERS AT UDAAN –

CURRENT ROLE PRIOR EXPERIENCE

VAIBHAV GUPTA FOUNDER & OWNER AT SENIOR VP AT FLIPKART
UDAAN
SUJEET KUMAR FOUNDER & OWNER AT SUPPLY CHAIN & LOGISTICS HEAD
UDAAN AT FLIPKART
AMOD MALVIYA FOUNDER & OWNER AT CHIEF TECHNOLOGY OFFICER AT
UDAAN FLIPKART

PROMOTERS & FUNDING –

 TOTAL FUNDING - $900 M

 Udaan last round funding raise - $30 M
 Major Promoters & investors – GGV capital, Lightspeed venture partners, DST
Global, Altimeter Capital, Yuri Milner, Tencent Holdings, Hillhouse, Lightspeed
India Partners, Trustroot Internet, Footpath Ventures

FUNDIND ROUND –

DATE AMOUNT POST-MONEY INVESTORS

COLLECTED EVALUATION
SERIES A NOV 2016 $10 M $40 M Lightspeed Venture Partners
SERIES B FEB 2018 $50 M $200 M Lightspeed Venture
Partners, Yuri Milner,
Lightspeed India Partners
SERIES C SEPT 2018 $225 M $1B Lightspeed Venture
Partners, DST Global
SERIES D OCT 2019 $585 M $2.7 B GGV Capital, Lightspeed
Venture Partners, DST
Global, Citi Ventures,
Altimeter Capital, Tencent
Holdings, Hillhouse, Fotpath
Ventures
UNATTRIBUTED Mar 2020 $30 M Trustroot Ventures

28
 FACILITIES & DISTRIBUTION
Udaan has presence across multiple cities in India -

 Headquarters –
Bengaluru, India (No. 1090G, 18th cross, 14th Main, Sector 3, HSR Layout)

 2 Parental Offices –
o Gurugram, India (77B, Shaheed Ripon Katyal Marg, Sector 18)
o New Delhi, India (958, Faiz Road, Block 49A, Nai Walan, Karol Bagh)

DISTRIBUTION –

Udaan uses 2 method of distribution channel for logistics

(Varies according to type of sale)

Distribution Channel – Managed by Udaan Express, managing 65% of its logistics

 Warehouse Sales –

SELLER HUB HUB BUYER

(In Warehouse sales, logistics passes through first mile, middle mile & at the end last
mile)

 Just in time Sales –

SELLER BUYER

(In Just in time sales, logistics passes directly from last mile from seller to buyer)

29
 KEY FINANCIALS

UDAAN MARKET VALUATION - $2.7 B

 UDAAN REVENUE (FY 2020) – Rupees 9.78 Billion

 OPERATING CHART –
o OPERATING REVENUE (2019) – Rupees 46.4 CRORES
o TOTAL EXPENSES (2019) – Rupees 849.9 CRORES
o TOTAL LOSS (2019) – Rupees 779.5 CRORES

IMPORTANT FINANCIALS -

FY 2020 FY 2019
EBITDA MARGIN -251.18% -1679.27%
ASSETS TURNOVER RATIO -46X -194375X
EXPENDITURE / OP. REVENUE 1.567 rupees 15.8 rupees

UDAAN OPERATING METRICS –

FEB 2018 AUG 2019 OCT 2020 MAR 2021

AVERAGE ORDER VALUE Rupees 6,500

CITIES 500 800 1,000

CUSTOMERS 1,50,000 1,80,000

RETAILERS 30,00,000

SELLERS TO DATE 25,000

30
 SOCIAL MEDIA PRESENCE

Website https://udaan.com/

Facebook https://www.facebook.com/udaandotcom/

LinkedIn https://www.linkedin.com/company/udaan

Twitter https://twitter.com/udaandotcom

Contact Email help@udaan.com

More than 22,657 actives users are currently connected with Udaan using its solely
operated mobile platform & are estimated to increase by 42.98% on monthly basis.

Udaan’s customer traffic on its website is about 12,77,588 customers on monthly average
basis & is ranked as 36,420th website in the world.

UDAAN’S WEBSITE –

31
 COMPETITORS
Top Competitors of Udaan–

 ZoomTail-
ZoomTail is viewed as one of Udaan's top rivals.
Bengaluru-based Zoomtail Technologies Pvt. Ltd offers internet business empowering
influence answers for a design retailer. ZoomTail Technologies is building India's biggest
B2B internet business stage for design shopper products.

 Big trade-
BigTarde which was founded in 2017 acts as the biggest rival of Udaan. BigTrade
Karnataka is biggest competitor for Udaan on Karnataka state soil.

 Tradekosh-
Tradekosh found its root in the city of Pune in the year 2018. It operates on similar
ground with Udaan which connects multiple retailers, wholesalers & other trade partners
over the internet.

 IndiaMart -
IndiaMART InterMESH Ltd. is an Indian web based business organization that gives B2C,
B2B and client to client deals administrations through its online interface. The gathering
started in 1996 when Dinesh Agarwal and Brijesh Agrawal established the site
IndiaMART.com, a business-to-business entryway to interface Indian makers with
purchasers.

 Metro Cash & Carry –

METRO Cash and Carry is a worldwide pioneer in self-administration, business-to-business
discount, and is the biggest deals division of the METRO Group, one of the world's
driving global exchanging and retail organizations. Settled in Dusseldorf, Germany,
METRO Cash and Carry initiated tasks in India in 2003.

32
 PRODUCT CATEGORIES OF UDAAN

PRODUCT CATEGORIES AT UDAAN –

1. FOOD & FMCG

2. MEDICINES

3. CLOTHING & ACCESSORIES

4. ELECTRONICS & APPLIANCES

5. HOME & KITCHEN

6. FOOTWEAR

7. TOYS, BABY & SPORTS

FUTURE INCLUSIONS –

1. FURNITURE & FITTINGS

2. CHEMICALS

3. STATIONERY

4. STEEL

5. AGRO MACHINERY

6. LEATHER

33
 SOCIAL RELEVANCE

CORPORATE GOVERNANCE

Udaan being an Online Platform & which delivers services through non-physical dealings
between parties, it publishes its corporate acceptance through accordance with the
provisions of Rule 3 (1) of the Information Technology (Intermediaries guidelines) Rules,
2011.

In order to ensure smooth & fair running of its operations & maintain relations, Udaan
has listed its corporate governance norms into 3 different sections –

 General Terms applicable to all users on the Platform;

 Terms applicable to Buyers (“Buyer Terms”); and
 Terms applicable to Sellers (“Seller Terms”).

1. General terms – It states application & acceptance of terms, provision of services

offered by Udaan, Eligibility criteria for parties dealing on Udaan (including its account
creation, account verification & encryption of the same). It also list out breaches &
suspension transactions between buyer & seller, force majeure, Intellectual property
rights, up to date compulsion notices, provisions & miscellaneous provisions.

2. Buyer Terms – It states buyer’s responsibilities, representations & warranties, payment

policies, logistics services, returns, lien policies, fees & charges applicable to all the
buyers on Udaan’s platform, limitation of liability & indemnity

3. Sellers Terms – It states seller’s obligations, representations & warranties, timely

audits of sellers account, fees & charges charged by Udaan for all the selling &
distribution services provided by them. For clarity of operations, it has also provided an
explicit list of selling & distribution services which will be provided by Udaan to all its
sellers. Finally, it list outs all the payment & settlement services under the scope of
Udaan.

34
 CODE OF CONDUCT
Code of Conduct Policy of Udaan lists out following crucial policies & its day to day
application & acceptance.

1. Privacy Policy – It highly deals in private data of various active users available on their
platform. It ensures proper collection, use & disclosure of user’s data.

2. IP infringements Policy – Udaan respects third parties Intellectual property rights. If

rights are being infringed then same has to be notified by the parties to Udaan by a
notice form attached to the IP infringement policy.

3. Anti-Counterfeiting Policy – Udaan ensures & strictly doesn’t allow any counterfeit
products & its promotions to be listed on its platform.

4. Returns Policy – It states & clarifies all the process & policies of returns to the seller.

5. Product Listing Policy – Udaan makes sure that it doesn’t promote any
product/commodity which is harmful or unacceptable to the society. (It excludes
hazardous chemicals & explosives, tobacco products, alcohol, human & diagnostic
elements etc.)
& some other policies for ensuring code of conduct & ethical business.

CSR ACTIVITIES

 2017– Support to Farmers–

Procuring the produce directly from farmers through transparent pricing & payment
security; main intention to benefit farmers with better prices & helping them to avoid
commission to mandis for selling their produce.

 2018 – Connecting Bharat–

Developed Internet connectivity in various Tier 3 regions across various states of India.
This helped businesses to get connected with Udaan & among them.

 2021 – Fresh to School –

Udaan conducted a drive in many states of India where it used to deliver fresh fruits to
various government schools, which were directly procured from farmers, benefiting both
the party by monetary & nutritional level.

35
 FUNCTIONAL PERSPECTIVE
OBJECTIVES OF THE STUDY

The Bread & Butter objective of the Industry Oriented Project is to ensure that I as a
management student develop, understand & experience real life applications of the
knowledge that I have gained during my post-graduation & also develop all
understanding of assorted management activities in the area of marketing
specialization. This opportunity has provided me with substantial corporate exposure
& also interacts with various corporate personnel.

OBJECTIVES OF THE STUDY –

 To Study the online B2B Commerce & Udaan’s Business Approach

 To Understand Factors that influence Retailers Online Trade & Buying

Consideration

 To Determine Contentment of Retailers dealing with Udaan

36
 RESEARCH METHODOLOGY

 RESEARCH PROBLEM –
TO STUDY & UNDERSTAND RETAILERS PREFERENCE TOWARDS B2B ONLINE
COMMERCE

 NEED OF THE STUDY –

1. E-Commerce business is emerging as the fastest industry in the Indian market
context & has impacted varied channel-based & other businesses across the
country & hence, it is of utmost importance to understand its impact & way of
working in the overall business scenario
2. The study will help us to understand retailer’s preference towards online
business & their approach towards E-commerce.
3. It will help Udaan to understand retailer’s choice of preference & its overall
performance in the market.

 SOURCES OF DATA –

1. Primary Data - First hand data for the research was collected through a
structured questionnaire, wherein 52 Retail Outlets were interviewed & were
asked to share their feedbacks using open-ended questions.

2. Secondary Data - Online Database & data provided by Udaan were used as a
secondary source of data. Analysis of secondary data was crucial as it helped me
to craft the questionnaire & to determine the parameters on which retailers to be
examined.
Analysis of retailers data i.e. frequency of orders, most ordered brand, schemes &
pricing to the retailers etc. helped me understood about the particulars of each &
every retailer & hence, enhanced my quality of primary research.

 NATURE OF RESEARCH DESIGN –

The stated research is a Descriptive Quantitative research design undertaken to
investigate retailer preference towards Udaan.

37
 SAMPLE SIZE –

Unit of Analysis – 52 Retailers from the Central region of Mumbai

 SAMPLING TECHNIQUE –
Quota Sampling Technique was used to determine the samples for study.

 DATA COLLECTION TOOL –

Data was collected by using Personal Interview technique.
In-depth Interviews of 52 Retailers was conducted for the purpose of exploratory
research & data collection.
It was a Non-disguised telephonic interview, conducted with the help of a Structured
Questionnaire.

38
 SECONDARY DATA
DATA ANALYSIS
Q1. What sources do you use for procuring your business offerings? (Subjective – to
product)

SOURCE OF PROCUREMENT
2% 4% 0
Direct from the business
2%
Only through Offline Channels

Only through Online mediums

92%
Only through Prime Markets

All of the above (Multi-Sourcing)

Q2. Do you order online?

ONLINE ORDERING
No 6

Yes 46

0 10 20 30 40 50

39
Q3. Rate the below considered factors on the basis of their importance for selecting an
online business partner

SELECTING AN ONLINE PARTNER

22%
18%
Business Experience
24% Market Coverage
36% Product Offering
Word of Mouth

Q4. Have you registered yourself with Udaan?

REGISTRATION WITH UDAAN

44
50
40
30
20
2
10
0
Yes No

40
Q5. From which online platforms do you order for your business?

ONLINE PARTNERS

38 37
40 32
35
30
25
20 13
15
10
5
0
Udaan TradeIndia IndiaMart Multiple
Platforms

Q6. Rank the following parameters in the order of preference that you consider while
purchasing online?

Price & CreditPOP PARAMETERS

facility
28% Price & Quality
19%

Price & Delivery

Price & Product
Time
Range
45%
8%

41
Q7. Please rate Udaan on the following parameters?

UDAAN'S DELIVERY PERFORMANCE

40
34
30

20

10 10
0
3 - RATING 4 - RATING

UDAAN'S PERFORMANCE - CREDIT

28
30
25
20 12
15
10 2
5
0
3 - RATING 4 - RATING 5 - RATING

Q8. How often do you order from Udaan?

ORDER FREQUENCY Twice a week

10%

As & when required

25%

Once a month Once a week

10% 55%

42
Q9. How often Udaan's executive visits your shop?

EXECUTIVE'S VISIT FREQUENCY

20%
5% Twice a week
15% Once a week
60%
Once a month
Never

Q10. Please rate the Udaan's Online Platform?

UDAAN'S ONLINE PLATFORM

30
28
25
20
15
10
8
5 5
3
0 0
1 2 3 4 5
RATINGS

43
Q11. Please rate Udaan's customer complaint handling & support process?

UDAAN'S CUSTOMER HANDLING PROCESS

25
20
20

15 12

10 8

4
5
0
0
1 2 3 4 5
RATINGS

Q12. Please rate your overall business experience with Udaan?

OVERALL BUSINESS EXPERIENCE - UDAAN

25
21
20

15 12
10
10

5
0 1
0
1 2 3 4 5
RATINGS

44
 FINDINGS OF THE STUDY
 Majority of retailers are using multi-sourcing approach for procuring their
offerings & major shift towards online procuring is also observed. (online
preference shift – major factor 2020 nationwide lockdown)

 Udaan has developed a strong presence in the market & is widely accepted by
small & medium enterprises

 Apart from pricing; Logistics, Credit facility, Online platform & Overall business
experience etc. with the online supplier plays a major role in gaining acceptance
from retailers

45
 CONCLUSIONS
 B2B E-commerce is certainly a flourishing segment of the E-commerce Industry

 Acceptance of Tech-driven businesses by traditional players (the new normal)

 Stiff Competition for Udaan (Traditional businesses, Other Online Competitors,

Cash & Carry business etc.)

RECOMMENDATIONS
 To formulate overall performance/portfolio margin schemes

 To Increase Executive’s visit frequency.

 To Increase checkpoints (execution levels)

 Targeting right set

LIMITATIONS OF THE STUDY

1. Physical Barriers – Due to the Outbreak of COVID pandemic & imposition of lockdown
by government regulatory, market operations were temporarily seized & hence, face to
face interaction & real time market experience was a major limitation of the study &
hence, it had significant impact on the holistic analysis of the research study.

2. Limited Unit of Analysis – Research was conducted & responses of only 52 retailers
who are currently purchasing online was recorded, this limitation may have narrowed the
response analysis & also retailers who are eschewed by Udaan not covered during the
research.

46
 ANNEXURES
BIBLIOGRAPHY

 https://golden.com/wiki/Udaan_(company)-DB5E534

 https://www.slideshare.net/BenilaPaul/udaanunicorn-in-b2b-ecommerce

 https://lapaas.com/udaan-business-model-detailed-case-study/

 https://www.berojgarengineers.com/udaan-case-study-founder-funding-revenue-
investors-business-model-startup-idea-competitors-how-to-use-app-and-startup-
story/

 https://www.ibef.org/industry/ecommerce-
presentation#:~:text=Indian%20e%2Dcommerce%20is%20projected,commerce%20s
ector%20witnessed%20an%20increase

 https://www.unido.org/

 https://www.semanticscholar.org/

 https://www.sersc.org/

 https://www.pwc.in/research-insights/2018/propelling-india-towards-global-
leadership-in-e-commerce.html

 https://udaan.com/

47
 QUESTIONNAIRE

Q1. What sources do you use for procuring your business offerings?

Q2. Do you order online?

Q3. Rate the below considered factors on the basis of their importance for selecting an

online business partner?

Q4. Have you registered yourself with Udaan?

Q5. From which online platforms do you order for your business?

Q6. Rank the following parameters in the order of preference that you consider while

purchasing online?

Q7. Please rate Udaan on the following parameters?

Q8. How often do you order from Udaan?

Q9. How often Udaan's executive visits your shop?

Q10. Please rate the Udaan's Online Platform?

Q11. Please rate Udaan's customer complaint handling & support process?

Q12. Please rate your overall business experience with Udaan?

Q13. Any Suggestions

48
 UNIT OF ANALYSIS
SR. NO. NAME LOCATION FORMAT
1 Gupta General Stores Ghatkopar, Mumbai General Store
2 Shree Ganesh Stores Ghatkopar, Mumbai General Store
3 Datta Prasad Grain Stores Ghatkopar, Mumbai Grocery
4 Sachin Grain Store Ghatkopar, Mumbai Grocery
5 Maurya Grain Stores Ghatkopar, Mumbai Grocery
6 Shree Bhavani Kirana Store Vikhroli, Mumbai Grocery
7 NK Ratna Mart Vikhroli, Mumbai Standalone Super Market
8 Bhagwati Trading Vikhroli, Mumbai Grocery
9 Central Stores Ghatkopar, Mumbai Standalone Super Market
10 Mayur Stores Vikhroli, Mumbai General Store
11 B1 Mart Vikhroli, Mumbai Standalone Super Market
12 Hanuman Kirana Bazar Ghatkopar, Mumbai Grocery
13 Meghdoot Kirana Bhandar Ghatkopar, Mumbai Grocery
14 Shivraj Super Market Ghatkopar, Mumbai Standalone Super Market
15 Jai Yogeshwar Masala Ghatkopar, Mumbai Grocery
16 Manilal's Grocery Vikhroli, Mumbai Grocery
17 Arihant Grain Stores Ghatkopar, Mumbai Grocery
18 Shree Jalpa Traders Ghatkopar, Mumbai General Store
19 Divya Jyoti Kirana Outlet Ghatkopar, Mumbai Grocery
20 Rajaram Dhanya Bhandar Ghatkopar, Mumbai Grocery
21 Mahalaxmi General Store Ghatkopar, Mumbai General Store
22 Laxmi Stores Vikhroli, Mumbai General Store
23 A-1 General Mart Vikhroli, Mumbai Standalone Super Market
24 Pavitra Stores Vikhroli, Mumbai General Store
25 Rajesh Stores Vikhroli, Mumbai General Store
Shree Ambika Provision
26 Stores Vikhroli, Mumbai General Store
27 Nita Grain Stores Vikhroli, Mumbai Grocery
28 Bhavani Stores Vikhroli, Mumbai General Store
29 Raja Ram Bandhar Stores Vikhroli, Mumbai Grocery
30 Nagrik Super Mart Vikhroli, Mumbai Standalone Super Market
31 Patel General Stores Ghatkopar, Mumbai General Store
32 Gautam Stores Ghatkopar, Mumbai General Store
33 Vikas Masala & Kirana Outlet Ghatkopar, Mumbai Grocery
34 Manjit Mini Metro Bhandup, Mumbai Standalone Super Market
35 JK Oil & Soap Centre Bhandup, Mumbai General Store
36 Kamladevi General Stores Bhandup, Mumbai General Store
37 Mamta General Stores Bhandup, Mumbai General Store

49
38 Maharashtra Stores Ghatkopar, Mumbai General Store
39 Ambika General Stores Ghatkopar, Mumbai General Store
40 Shankar Traders Ghatkopar, Mumbai General Store
41 Lucky General Stores Bhandup, Mumbai General Store
42 Sahakar Dhanya Bhandar Bhandup, Mumbai Grocery
Variya Super Shopping
43 Centre Bhandup, Mumbai Standalone Super Market
44 V-Mart Mulund, Mumbai Standalone Super Market
45 Jinal Super Market Bhandup, Mumbai Standalone Super Market
46 S.K. Grain Stores Bhandup, Mumbai Grocery
47 Mahadev Super Market Mulund, Mumbai Standalone Super Market
48 Shah & Sons General Stores Mulund, Mumbai General Store
49 R.K. Trading Mulund, Mumbai General Store
50 Jai Punargi Stores Mulund, Mumbai General Store
Shah Harakchand Hemraj
51 Stores Ghatkopar, Mumbai Grocery
52 Pooja Super Market Mulund, Mumbai Standalone Super Market

SUMMARY –

FORMAT COUNT
General Store 22
Grocery 18
Standalone Super Market 12
Total 52

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