Bridging the Rural-Urban Divide: A Decentralized Solution for Empowering Rural Entrepreneurs in Indian E-Commerce

Ranjit N, Lawrance J, Omprakash S, Priyashree Roy and G Indrajit
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Ranjit N: First year MBA-DT Students, Alliance School of Business, Alliance University, Karnataka, India.
Lawrance J: First year MBA-DT Students, Alliance School of Business, Alliance University, Karnataka, India.
Omprakash S: First year MBA-DT Students, Alliance School of Business, Alliance University, Karnataka, India.
Priyashree Roy: First year MBA-DT Students, Alliance School of Business, Alliance University, Karnataka, India.
G Indrajit: Professor, Alliance School of Business, Alliance University, Karnataka, India.

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 8, 611-624

Abstract: The dominance of E-commerce is undeniable, with a projected global market size of $6.4 trillion by 2024. The vast potential of e-commerce in India remains largely untapped in rural areas due to challenges like vast geographic distances, inadequate infrastructure, and socio-cultural barriers that hinder trust and complicate last-mile logistics. This systematic review explores solutions to bridge this gap and unlock the potential of E-commerce in rural areas. Utilizing data sourced from scholarly articles, published journals this research introduces an innovative decentralized e-commerce model as a potential solution that bridge gap and empower the rural communities. The proposed framework introduces a network of micro-warehouses established within existing local retail shops will promote entrepreneurship by empowering individual residing in rural communities. These individuals will overcome logistical hurdles and able to generate income streams, fostering economic growth within their communities, improves the quality of life and easy access to essential goods. Through an extensive literature review and analysis, this research evaluates the potential adaptation of the decentralised e-commerce model. By analysing these studies, the research assesses the potential for adaptation to the unique socio-economic fabric of the Indian rural landscape, particularly considering the crucial role of trusted residents within these communities like local shopkeepers. The study fosters digital inclusion, economic empowerment, and environmental sustainability, positions the proposed model as a catalyst for inclusive growth across rural India, contributing to comprehensive economic development and bridging the digital divide. This study discusses steps for further exploration into the optimal design and implementation strategies for decentralized e-commerce model in the diverse rural landscapes of India. It also serves as a resource for researchers committed to fostering inclusive growth and addressing the challenges of rural development in the digital era.

Date: 2024
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