Bringing Women Power To E-commerce In India

As is the case in most businesses, the number of women in e-commerce in India is on the lower side. However, as experts have pointed out time and again, e-commerce is one industry where women can make an impact if they are prepared for it. BW Businessworld Golden Cart Summit put the spotlight on the discussion, exploring areas where the industry can work towards to increase women in the workforce.

Establishing that women are on the lower side for various reasons, the panellists shared experiences where they faced issues individually, and how each experience made them stronger, and more determined entrepreneurs.

Sharing one such example, Kanika Tekriwal, CEO Jetsetgo Aviation, shared, “I work in the aviation services industry, which is typically a very male-dominated business. I had gone for a pitch along with my team; I was the last to enter the room and the gentleman sitting on the desk, who was the client, said, ‘miss can you please get us a coffee?’ Four years later, he is my favourite client, and we are perhaps their best vendor. Initially these setbacks are present but they work in my favour because I believe they push us to be better at what we want to achieve.”

While the reasons that lead to these issues are multi-fold, there are two that are mentioned recurrently – the mindset of the individual and macro-factors including economy and preset mindsets.

The first point that the panel, and many in the audience, were unanimous on was that women workforce had to rise above their own doubts and develop the can-do approach.

“The average age of turning entrepreneur is 27 to 28 in India. This is the age girls are expect to get married. That could be one of the reasons contributing to lesser women entrepreneurs since then more people will have a say in that decision. While that is one truth, the other is that many of these challenges are faced by entrepreneurs, regardless of their gender. Everyone goes through the problems of acceptance,” observed Geetanjali Khanna – Founder COO, Fastudent.

From an industry and society viewpoint, some changes had to be made. Options from an infrastructure standpoint like day care facility, allowing flexible timings or a strong support system was required. At the same time, mentoring from within the industry was also needed to help capable women leaders reach their potential.

In the ecommerce sector, women can bring some inherent strengths to the table. The fact that a large portion of the consumer base comprises working women and mothers among the female TG, a women’s insight can help. Some studies have also credited time management as another skill to women for their latent need to be home at a certain hour.

Neeru Sharma – Infibeam Director, Platform Biz services explained, “There are certain softer skills that women bring to the table because of their very nature, and these help in solving a problem from a different angle. At the end, it ensures a fresh and differentiated perspective.”

With some disagreements from the audience, that made for an interesting session on the whole, the session moderator, Noor Warsia, Editor, Advertising & Marketing, BW Businessworld and Digital Market Asia pointed out to various global examples where gender gap in various industries is highlighted to find solutions. She explained that gender gap discussions can always difficult because how finding the balance between a sexist conversation and solution led conversation can be difficult. “But this is a very important area of conversation. Industry leaders cannot look at this as a non-issue as some problems that women may face at workplace may be a blindspot. Business leaders who are looking to ensure the competitive edge, and be inclusive have to be careful at looking at areas that will encourage women in the workforce from entry to leadership level.”

(With inputs from Regina D. Mihindukulasuriya)