Amazon tries to take mobile phone buying offline

In June, the fashion arm of Amazon India went offline to promote its end of season fashion sale

In the run-up to online e-commerce major Amazon India opening fully-owned traditional stores to sell food products, the company has been experimenting in taking its different verticals offline. Mostly by allowing people to look at the products they want to buy and then order it online at those kiosks itself.

According to Arun Srinivasan, its category leader for consumer electronics, the company has started a project in Bengaluru and set up an “experience centre” in the stores of partner telecom entity Vodafone. “People can look at the phones, see how these function and order it there itself; it would be delivered