Big Idea

Click and brick

edabba brings the convenience of e-commerce to small towns

Tushar Mane

Around October last year, Manoj Kumar looked at e-commerce websites in India and thought — who caters to the small towns? E-commerce has been “a big city phenomenon,” says the 40-year old previously with eZone. Broadband penetration in India is around 10% and credit cards lower still — two ingredients fuelling e-shopping — thus eliminating small towns almost completely.