Internet Mavens in India

Internet penetration is growing dramatically in the emerging economy of India. Between 2000 and 2007, India’s Internet penetration grew by 700%. Still, it remains at an estimated 3% (Sinha, 2007). Although the overall penetration rate in the country remains small, Indian e-commerce, which reached $130 million USD in 2004–2005 was predicted to quadruple in the following three years (Internet & Online Association of India, 2005). With the overall Indian retail market expected to increase by almost 90% by 2012 (Krishnamurthy, 2008) it follows that the potential and ultimate growth of e-commerce in the sub-continent should be significant. Reflecting on a 27% increase in Indian users on the Internet between May 2007 and May 2008, Jack Flanagan, Executive Vice President of comScore, a global Internet information provider, commented, “India truly represents one of the most promising emerging Internet markets, given both the size and technological sophistication of the population” (comScore, 2008).