Vidit Aatrey, co-founder of Meesho, discusses the potential addressable market for ONDC and the low digital merchant penetration in India.
Insight
Aatrey: Marketplaces cannot be commoditized like payment protocols
“Payments are same on every app. It's not that my, if I do payment with one app to the other, they stand for different things. Payments is a commoditized one simple thing. Products are not. Like it's two different stores you go to cannot be exactly the same. Th…”
Opinion
Vidit Aatrey: Nykaa does not represent mainstream Indian e-commerce
“I don't think that company is a good representation of India e-commerce. It's very narrow in a category, and very narrow in terms of the customer base they serve. Their average order value, if I remember, comes from 1518 102,000, something like that.”
Assertion Partly supported
Aatrey: BlissClub is India's first women-focused fitness brand
“What she's trying to solve is she's fundamentally building the first women focused fitness brand, right? Because in India, most fitness brands have always been associated with men. Like no one saw women focus problems.”
Insight
Meesho CEO: Micro-influencers outperform celebrities via brand alignment
“Very, very small influencers are very effective, because it's just not go to the celebrity with millions of followers. You have to find someone who connects with the principle of the brand.”
Prediction Not checkable as stated
Vidit Aatrey: Top influencers will match celebrity follower counts within years
“In the next few years, some large celebrities will have the same following as, ah, some large influencers will have the same following as celebrities.”
Insight
Aatrey: Hyperlocal celebrity marketing outperforms pan-India ambassadors
“So, we kind of, we had different celebrities for different parts of the country.
Like, we had Swaro Ganguly for West Bengal, we had Ram Charan for a certain state in South India.
So, I'm saying it's a, it's basically we went very local
and we saw that to be mu…”