Ajio and Tata CLiQ Luxury, E-com ad expenditure (adex) in domestic platforms to increase

Ajio and Tata CLiQ Luxury, E-com ad expenditure (adex) in domestic platforms to increase

01 September 2021, Mumbai:

India’s e-commerce segment advertisement expenditure (adex) is likely to increase in domestic platforms such as Ajio and Tata CLiQ Luxury, etc. As Ajio, along with other Reliance Retail’s platforms and Tata Group’s online commerce platforms gain more traction in the Indian market, the homegrown companies may spend in equal proportion as well.

As per a Best in Media report, this will also give double-digit boost to the overall adex of the country, which reduced to Rs 56,000 crore in the last calendar year.

E-tailer Snapdeal plans to launch tactical ad campaigns during the upcoming festive months, says Soumyadip Chatterjee, Director, Brand Marketing. The company has planned a tactical campaign around the festive season that would reintroduce Snapdeal 2.0 at a brand level. Tata CLiQ Luxury too has been seeing steady growth trajectory on the platform since last year, with growing user base month after month. Mohua Dasgupta, Head, Brand Marketing reveals, the luxury e-commerce platform will continue to be digital-first in all its marketing efforts this festive season.

Similarly, the overall ad spend of Bewakoof is likely to be in the range of 10-15 per cent of its net revenue. The e-commerce platform is planning to accelerate its growth trajectory by investing in marketing, branding, technology and talent acquisition. According to industry estimates, leading sellers on these e-commerce platforms have started to place large orders with the manufacturers for the largest-selling categories of smartphones, televisions, laptops and home appliances in the upcoming festive season.

Gupta says, with a slowdown in international travel and lockdown restrictions, consumers have turned to the internet for their luxury purchases. Companies are also gearing up to ramp up the hiring of temporary and gig workers, she adds. A research by the Indian Staffing Federation (ISF) shows, e-commerce sector will employ over three lakh flexi-staff and gig workers this year, which includes an addition of 60,000 to 70,000 workers during the festive season in the current year.


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