ISA CEO Conference: We want to change how India buys and sells: Manish Tiwary, Amazon
Manish Tiwary, Vice President, Amazon India spoke on ‘The new battle place in an interconnected world'
Speaking at the ISA CEO Conference in Mumbai, Manish Tiwary, Vice President, Amazon India said that one can launch any product whether it is a TV, soup or garments using data. He spoke on ‘The new battle place in an interconnected world'.
Tiwary who started his career with Hindustan Unilever spoke about how Amazon has changed the way India buys and sells products. “Amazon is a five-year-old company in India. It has a simple vision: we want to change how India buys and sells. We’ll do it the Indian way and with what works for our Indian customers as well as our Indian sellers.”
Tiwary gave several examples of how the way the marketing works has changed over the years. “In 1996, at Unilever, we had a very large presence in cold cream and we had Lakme as a competitor and someone said we want to launch a lotion, I didn’t know what to do. And it took me a year and I depended on data sources. What was really difficult was that at best I could do was group discussions to understand what kind of customers they were looking for. I had no quantifiable sources. And time and again, it came back to marketers gut.”
He added, “Rewind to 2014, Pete Lau and Carl Pei approached Amazon who wanted to get into the mobile phones business. We asked them have you ever made a mobile phone and they said no, we asked them why Amazon, they said you have all the data - that company today is One Plus.
It is a well-known product which is consistently above Rs 30,000, a market leader and every successive model just seems to get better. And the only reason it worked was that it was data based. Today, the world has changed, you don’t have to work on marketer's gut or luck. You can launch any products from a TV, soup or garments using data; that's the beauty of the interconnected world.”
Elaborating on how Amazon has swiftly made a way to the customers' and sellers' hearts with their different apps, he said, “At Amazon, we launch 200,000 products every day. It takes exactly 6 minutes to launch a product, if you have the Amazon Seller app, you can load a new product. If you don’t know it does not matter, you can go online and access tutorials in multiple languages. If not that, then we have 7,000 people in this country that can come to your doorsteps and enable you to use it. So what took a year, now takes 6 minutes.”
According to Tiwary, one doesn’t need a presence in the country to launch a new product. He says, “Today, we have brands like TCL Television, you don’t need to have a presence in India. They just put their product on the seller app, we take care of everything else. So, today for any entrepreneur to succeed in India, the old myths of distribution muscle are no longer there. Product development no longer depends on high-end technology. We can help you sell you anywhere, in more than 111 countries.”
Tiwary said that 75 percent of customers come to Amazon before buying anything digitally. “Earlier you went to a store, now the store comes to you. It’s a personalised store, you don’t have to hunt around, and you get your privacy. The world has changed.”
Adding, “We have a very simple philosophy: the customer comes first, it's not PNL, not sellers. We don’t violate trust. We run on algorithms. We have millions of customer reviews, ratings, and 85 percent of customers, pick a product after reading the reviews.”
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