Q&A: Arun Tyagi, GM, Marketing, IndiaMART.com
'Using the Internet can work wonders for smaller units'
Started in 1996, IndiaMART.com is a B2B online marketplace that acts as a platform for buyers and sellers to trade. Its newest initiative involves imparting online marketing lessons to small and medium enterprises. Arun Tyagi, general manager, marketing, IndiaMART.com, spoke to Pravda Godbole. Excerpts
Do SMEs have the budgets for the Internet or awareness about its use?
The belief that going online involves an exorbitant amount of money and time is a myth. In fact, its adoption is very simple and cost-effective. Using the Internet does not require any special infrastructure.
How does IndiaMART plan to reach out to SMEs?
We’ll soon launch an integrated campaign across multiple channels. Today, SMEs are aware about the Internet, but they lack knowledge of online B2B marketplaces and are unable to leverage the Net for business growth. Our campaign will focus on market development through awareness and education about online B2B marketplaces among SMEs.
Our idea is to highlight how easy it is to find buyers and suppliers online from your personal computer. This is evident from the fact that some SMEs are already online and reaping the benefits. At IndiaMART.com itself, we enjoy the support of more than 100,000 registered suppliers and over 300,000 unique business visitors every month.
What kind of investment will this involve?
We plan to spend over Rs 10 crore on the campaign.
What kind of expertise will you need to run this initiative?
One of our biggest advantages is our pan-India presence, spread over 100 cities through 46 offices. With such widespread coverage, we are well-positioned to take the lead in running this initiative. IndiaMART.com itself has been a pioneer of online marketing in the country.
How many SMEs are you targeting?
Of the 20 million SMEs in India, over 1 million suppliers are registered with IndiaMART.com already and reaping the benefits. We will help the remaining SMEs realise the benefits of the Internet and take them to the next level of growth. This gives us a large base to target and we will find relevant business partners for them on the Net.
How will the awareness campaign work?
It will be launched across newspapers, magazines, web sites, radio channels, and electronic and outdoor media. We also plan to connect with SMEs through events and conferences. Our focus would be on synergising business opportunities ‘online’ for suppliers and buyers across the globe.