When large cities blink, India buys.
While even many e-commerce players are trying to chase expensive metros, and build app experiences for high-income users, Meesho is channeling middle India into their own virtual treasure chest. Meesho was originally a marketplace for resellers but they are actually fining more orders than some of the industry giants with the tweaked version of its business model. Here is the understated problem because they know who they are pricing products for, and they don’t pretend.
If you scroll through the Meesho app you won’t see influencer collaborations, curated aesthetic image grids, or lifestyle buzz words. You will find value baed products at prices that make you scratch your head. We’re talking sarees for ₹199/$3, plastic storage containers for ₹99/$1.25, and earrings ₹49/.75 and no minimum order nonsense. This is big, but not flashy. And big is working.
Unlike other platforms that require UI bling and loyalty programs, Meesho’s approach to business is all about pure discovery and word of mouth. They are not winning by pitching a different model than tier 2 & tier 3, they are winning by pitching purposely to tier 2 & tier 3 consumers, with trust being the common language pitch. For example, when a first time buyer in Indore gets her order on-time, she tells her five neighbors about it. And to get repeat purchases? Just about guaranteed!
At a time when other companies are chasing growth figures by spending loads of cash to acquire users, Meesho pursues a rather archaic approach: listening. They have a hyperlocal seller network, a catalog fuelled by actual peaks in demand (when actual festivals happen, not just Diwali), and a general feel that screams “for the people, by the people.”
With delivery expenses being kept low (due to lightweight inventory, and smart logistics), Meesho makes the unit economics seem easy—something that most players in e-comm still experience challenges with. Meesho is not trying to be the next Amazon; it wants to be the first Meesho. And, frankly, that is good enough.
While some players in the market are content to draw attention with hyperbole, Meesho is pushing for various sustainability plays and is mindfully playing a long game. However, do not be fooled, India’s next big e-commerce winner might just be from a town you have never heard of.
