No more free dhaniya, Indians forced to change consumer behaviour as stores go online
This has also led to a sharp increase in adoption of digital technology by older people
The lockdown meant that vegetable and grocery shops had to shut completely or switch to online platforms to keep their businesses going. This has forced a change in Indian consumer behaviour, as it leaves no room for bargaining. Now Indians are purchasing vegetables and other consumables online at quoted prices, forced to leave behind the old habit of asking ‘dhaniya’ or ‘mirchi’ free from vendors, a survey by Enormous Brands showed.
The web-based survey, conducted between March 30 and April 22, had 3,737 respondents in cities including Delhi-NCR, Mumbai, Bengaluru, Chennai, Pune and Ahmedabad.
It found that there has also been a sharp increase in adoption of digital technology by older people to join the e-commerce bandwagon for ordering items like milk, grocery and home essentials and paying through wallets and UPI.
Around 42 per cent of respondents claimed they buy vegetables and other consumables without asking for prices, which is a drastic shift from a universal value-conscious, penny pinching Indian mentality, it added.
The Enormous Brands surevy also found that India’s older population adopted digital technology faster during the lockdown, with as much as 47 per cent higher adoption among the older population (55-65 years) of e-commerce for ordering milk, grocery and home essentials and paying through wallets/UPI.