The Digital boom in India has affected almost all retail focused industries. Starting with transportation and retail, it has now even spread to niche segments such as salons and tiffin services. All these industries are driven by the need to build direct bridges with the end consumer through the smart phone in order to survive in an era where the customer is using the phone as the primary medium of communication with the rest of the world.
The trend in India has been fast paced driven partly due to the large base of phone users and partly due to lesser weight of legacy systems (for eg. radio cabs). This made Indian consumers increasingly depend on their smart phones for reasons beyond just communication or entertainment. While initially, Digital spread was limited to metro and Tier 1 cities, recent data has begun to show signs of breaking that barrier, and growth into semi urban towns and villages. In this, government efforts to increase use of Digital across the country have also begin to pay dividends for greater penetration.
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