Rewiring Retail: How Indian E-Commerce is Reshaping the 4Ps in Kolkata
DOI:
https://doi.org/10.54741/MJAR/6.5.2026.334Keywords:
centralized marketplace, e-commerce, quick commerce, 4Ps of marketing mixAbstract
The Indian retail ecosystem is undergoing a dramatic structural transition, moving rapidly from centralized marketplace monopolies toward hyper-local Quick Commerce (Q-Commerce) platforms and government-backed decentralized frameworks like the Open Network for Digital Commerce (ONDC). While macroeconomic data heavily documents this exponential market growth, a significant academic gap exists regarding how these structural disruptions fundamentally break and reshape traditional marketing strategy frameworks. This research article aims to bridge this theoretical gap by empirically investigating the re-configuration of the classic 4Ps marketing-mix: Product, Price, Place, and Promotion – within this evolving landscape.
This study is strictly isolated to the culturally distinct and historically dense consumption markets of the Kolkata metropolitan area in West Bengal.
The expected outcomes of this research will provide fresh empirical models explaining consumer adaptation to dynamic pricing and vernacular promotional channels, ultimately delivering a modernized, agile 4Ps marketing mix framework tailored for hyper-dynamic digital economies within the Global South.
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Copyright (c) 2026 Sujan Pramanik
This work is licensed under a Creative Commons Attribution 4.0 International License.
Research Articles in 'Management Journal for Advanced Research' are Open Access articles published under the Creative Commons CC BY License Creative Commons Attribution 4.0 International License http://creativecommons.org/licenses/by/4.0/. This license allows you to share – copy and redistribute the material in any medium or format. Adapt – remix, transform, and build upon the material for any purpose, even commercially.
