MAM
Going from clicks to bricks
MUMBAI: Nothing beats the feeling of being served at your doorstep and this convenience is what has thrust e-commerce to pole position among shoppers worldwide. Add to it the ease of picking, cross-checking prices across sites and the frequent discounts are the cherries on the cake.
The growth of e-commerce became evident since 1994, with the first sales of Sting album in the United States. Soon, products like wine, chocolates and flowers became the pioneering retail categories which further fuelled the growth of online shopping. Before long, researchers dug out that some products are more appropriate for e-commerce buying than others – most of them turned out to be generic items which didn’t need physical touch validity. Nothing isn’t online today, you name a product and it’s up for purchase.
India officially went online publicly in 1995; before that, it was only for research and educational institutes. It was in the early 2000s when India was introduced to a novel way of purchasing – teleshopping. With the advent of the internet age here, this hopped onto the web with Flipkart being one of the earliest entrants. Starting with books, the Softbank-backed company is now giving a tough fight to America’s Amazon.
Old teleshopping TVC:
Today, India has an internet user base of over 450 million, which accounts for 40 per cent of the country’s population. NASSCOM has projected the country’s e-commerce market to be worth Rs 2 lakh crore this year. As per Google, there were 100 million online shoppers in India in 2016. Online apparel is one of the most popular verticals, which along with computers and consumer electronics, makes up 42 per cent of the total retail e-commerce sales. According to various media reports, India’s online retail market grew at about 25 per cent in 2017 and is projected to touch $20 billion by the year 2020. It won’t be incorrect to say that it has been a joyride for online websites and e-commerce platforms in India.
But things seem to be changing now. Following a successful run in the online world, e-commerce companies are now venturing into a space they once thought would soon see the same fate as dinosaurs— brick and mortar stores.
Globally, this phenomenon has taken the industry by a storm. Large organisations that were leaders in online have taken the route of opening physical stores or pop up shops. E-commerce marketplace Amazon is one such example. The global giant has teamed up with Calvin Klein to open holiday-themed pop-up stores in New York City and Los Angeles. Chinese e-commerce titan Alibaba is all set to steal a page from Amazon’s playbook by opening its first store in Shanghai.
In India, lifestyle and fashion company Myntra, beauty and cosmetics website Nykaa, eyewear company Lenskart, housing and furniture websites Pepperfry and Urban Ladder and lingerie website Zivame are a few of those who have taken the online-to-offline route.
Lenskart has established its strong presence in the offline space and is targeting to take its total brick and mortar count to over 900 in the next two years. Its current 400 offline stores contribute 50-60 per cent of its business. Online furniture website Pepperfry currently has over 23 physical stores which contribute 20 per cent to its overall sales.
Flipkart owned online fashion marketplace, Myntra is considering launching its own multi-brand offline stores where customers can walk in and shop for all the collection that is also available on its online platform. Earlier in March 2017, Myntra launched its first offline store in Bengaluru for its homegrown brand – Roadster. The decision is in line with the company’s effort to aid profitability.
Pepperfry, Lenskart and Urban Ladder are aiming to come up with their Initial Public Offering (IPO) in the next two to three years.
Chinese mobile handset manufacturer Xiaomi, which was only available in India via Flipkart and Amazon in 2016, decided to open up stores here to boost sales and boy, did that work for the company!
Xiaomi, which currently has 13 Mi Homes in top six metro cities, plans to increase the count to 100 by the end of next year. The Chinese manufacturer clocked revenue of about Rs 7000 crore in 2016 but doubled it in 2017 posting Rs 14,000 crore.
Online leaders are investing heavily in setting up physical stores to fuel their next phase of growth. The move aids them in getting more customers and the hybrid strategy helps in gaining double-digit growth figure while expanding the business.
Setting up offline stores also helps brands in balancing the high cost of acquisition that the online store demands. Although this is an emerging trend which will play an important role for online retailers in the days to come, brands have begun to embrace this omnichannel approach.
Having said that, it is also a gamble that not every brand might have an appetite for. Setting up physical stores means investing heavy money into infrastructure and land acquisition while also running the risk of the store being an utter dud! It is a win-win situation for brands that are willing to embrace the step back.
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If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
