In a significant shift toward the digital landscape, hawkers in Kolkata’s vibrant Gariahat market are innovating to remain competitive against the backdrop of rising e-commerce. Facing declining sales and the inevitability of online shopping, these local vendors are launching a YouTube channel to market their products directly to consumers. This initiative not only aims to showcase their merchandise but also facilitates orders through phone calls, allowing for doorstep delivery—a trend that has gained traction following the COVID-19 pandemic.
Historically, Gariahat has been a hub for hawkers, renowned for its diverse array of goods. However, as consumers increasingly shifted to online shopping during the pandemic, local businesses found themselves at a crossroads. According to Debraj Ghosh, general secretary of the Gariahat Indira Hawkers’ Union—which oversees approximately 1,500 to 2,000 vendors—the average daily turnover for stalls plummeted from Rs 7,500 before 2020 to a mere Rs 2,500 today. This downturn can largely be attributed to an enduring shift in consumer habits, with many now embracing the convenience of online shopping.
In response to this challenge, the hawkers’ union has collaborated with a professional agency to produce a series of promotional videos. These videos will highlight the offerings of around 100 stalls, categorized by product type. The first batch of videos is slated for release in December, focusing on popular items such as apparel, bedsheets, curtains, handbags, and mobile accessories. Each video will feature a selection of products along with contact information for easy orders.
This digital pivot not only aims to attract tech-savvy consumers but also those who may find visiting the market increasingly difficult. For instance, Jadavpur resident Mousumi Mukherjee, a retired teacher, expressed enthusiasm for the prospect of ordering products from home. “It would be a huge convenience. I need to visit Gariahat every alternate week. It will be of great help if I could get my stuff delivered at home,” she mentioned.
The union’s initiative has been met with optimistic feedback from hawkers like Ajay De and Monoranjan Dhar. They are eager to adopt online sales methods, keenly aware that re-claiming lost business hinges on adapting to the new marketplace dynamics. Dhar specifically noted the growing demand for delivery services from customers who might struggle to visit the market in person.
However, Ghosh has emphasized that while videos and phone orders are a step in the right direction, the ideal long-term solution would involve developing a dedicated e-commerce platform for hawkers. He mentioned, “We would be delighted if a university or the state could develop an app for us. But for now, we are striving to reach out to customers with our limited resources and hope for an encouraging response.”
The decision to pivot online highlights a broader trend within retail, where adaptability becomes imperative for survival. According to a study by IBM, retailers who invest in digital transformation are not only better positioned to withstand economic shocks but also report increases in customer engagement and satisfaction. This is a vital consideration for Gariahat hawkers, who fear that without embracing these changes, they risk falling further behind as consumer preferences evolve.
Moreover, local efforts to digitize reflect a growing trend among small businesses globally. Similar initiatives can be seen in various markets where vendors are utilizing social media platforms to build customer relationships and streamline purchasing processes. For instance, in places like Thailand, local markets have successfully turned to Instagram and Facebook as primary sales channels, allowing vendors to showcase their products and interact directly with the consumer base.
Despite the challenges, the Gariahat hawkers are taking proactive steps to enhance their online presence and adapt to an increasingly digital economy. The collaborative focus on video marketing and convenience-driven service models signifies that local businesses can indeed reclaim market share against larger e-commerce competitors if they innovate and respond effectively to changing consumer behaviors.
In a world where digital engagement becomes a pivotal factor for retail success, the Gariahat market’s journey into the online realm stands as a compelling case study in resilience and adaptation for small businesses facing modern challenges.
