Digital disruption in rural India: applying blue ocean strategy

Abstract

India has been steadily establishing its digital footprint among the big players both in growth and by volume. More than half a billion people in India have access to some sort of internet connection. The Indian’s have adopted digitization strongly. We have already seen how the urban Indian lifestyle has impacted with the advent of this digital disruption. Most of the millennials can’t even think of a life without an Ola or Uber, Zomato or Swiggy, Amazon Prime, or Netflix. Right from a mom to a pop shop to a high-end retailer – everyone is dependent on digital fund transactions nowadays. From the need to entertainment to necessity – an urban lifestyle has been grappled by all sorts of digital technologies.