We are in the middle of what has widely been construed the “demonetization moment” for organized retail, especially e-commerce. (The Indian government’s shock decision to invalidate 86% of currency in circulation in November 2016 was a turning point for digital payments companies.) But so far, it’s been a story of both sizeable opportunity and frustrating hurdles. The whims of governments and local authorities across states are throwing everything into a mess, muddling the field.
But more than that, the reality of retail is that lasting change in consumption patterns