According to the Internet and Mobile Association of India (IAMAI), there are above 25 million of internet users in India and this figure is expected to reach more than 100 million users by the year 2015.There is no point in the Indian industries not taking this medium seriously to reach the customers. Through the electronic media, Indian companies can reach millions of customers who are financially strong and prepared to spend their money for a value product or service. They can target global customers who are just a click away from their websites.
Now-a-days Indian internet users do not consider internet access as a luxury or premium service but as a daily chore. Each day of most of the urban employees starts with email checking. Music download, searching for ring tones, searching for movie tickets, railway inquiries and bookings, air ticket enquiries and bookings, online auction, buying gifts, news update, stock update and many more are the top internet activities of the Indian internet users. Broadband internet enhances the multimedia streaming of websites. This helps web designers to create more interactive web sites. Availability of broadband internet brings internet as a major mass media channel like the TV, radio and newspapers to the Indian consumers. Most of the educated urban Indians consider their email account as an integral part of their personal and official communication. The recent economic boom increases the purchasing parity of urban and semi-urban population ofIndia. All the above mentioned factors catapult the internet as the most attractive medium for generation Y (people born after 1981).
According to the Internet and Mobile Association of India (IAMAI) report, worth Rs. 570 crores worth of buying and selling took place in the year 2010-2011, which is estimated to grow to Rs. 2300 crores by the year 2011-2012 at a growth rate of 300 percent. This research is an effort to bring out the essence of the current electronic shoppers of India, and find out how Indian companies could realize the electronic channel as a mainstream marketing medium to reach the Indian people.