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Professor Anindya Ghose discusses the evolution of customers' online shopping preferences in India

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Excerpt from OZY -- "Ola Cabs, India’s version of Uber, has gained an upper hand in the market by allowing consumers to pay in cash; same goes for Flipkart, which allows cash on delivery. 'Society in India loves to touch and feel products,' Ghose says. He figures any new ecommerce venture has some hard work to do in terms of customer attitudes."

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