Online firms look at value creation to seize markets

As vast segments of the taxi and furniture markets remain unorganised, differentiated offerings at scale remains the biggest hurdle

New, online companies in India — be it aggregators in the taxi industry or leading brands in furniture and home services — may be seen as riding a wave of disruption in traditionally fragmented markets, but bringing vast urorganised segments into the organised fold remains a tall ask. This demands creating a value proposition with products that cut across geographies and consumer preferences.

Sample this: The taxi market in India is estimated at about $15 billion, and the online segment is worth nearly $2 billion, according to RedSeer Consulting. The offline market is growing at about five per cent as against