IndiaMart CEO: B2B Is Less About Branding, More About Functionality

IndiaMart’s Dinesh Agarwal: B2B Ecommerce Is Less About Branding, More About Functionality.

[{"selector":"#anim-8d50e6f8-27f9-4ecb-a73b-1c02517d71b2","keyframes":{"opacity":[0,1]},"delay":0,"duration":3500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5428b2f2-e96f-4648-a47d-3b35ac422d02","keyframes":{"transform":["translate3d(-121.59092%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-11f7d638-bc7b-4387-9954-b3c92025735e","keyframes":{"opacity":[0,1]},"delay":0,"duration":3500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

According to CEO Dinesh, B2B ecommerce business is less about brand and more about functionality.

[{"selector":"#anim-7aab27e4-cefe-427e-a2b3-aea501cc6e5a","keyframes":{"transform":["translate3d(142.27273%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a9a2eb5f-848f-461d-bdf4-998ea36eeb29","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2524c3f1-a22d-42fe-ae7d-2c496b895a04","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-17244176-3421-44d0-a51d-8d434f5643aa","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f722cbd7-4bea-4ad7-907e-1252fedb8bbc [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-57.794281561955444%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-6f4e46df-b565-4059-a455-492b557a33e6","keyframes":{"transform":["translate3d(-141.81819%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-890f6241-2da4-4974-ae94-633316e54558","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-201bc21d-aa2f-47f8-a717-75cb9a34ef4b","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}]

The B2B business is based on trust and relationships, Agarwal added. However, while B2C ecommerce brands often resort to aggressive marketing strategies, B2B players are conservative.

[{"selector":"#anim-1f670bb4-24f3-4f80-9324-ab3da0b992c9 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-41.09362633483124%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-cf80669d-7fea-4e7a-b983-7ee8b6725c9f","keyframes":{"transform":["translate3d(-141.81819%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ff9d9d7d-0232-4211-b914-3b0b97d8c9f4","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9551545f-4d09-454d-abc4-282d95b75dd4","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-f1c96f40-af14-4ad8-be42-6e3dc7f5bbf2","keyframes":{"transform":["translate3d(142.27273%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-07ccceef-3a84-4d56-ac16-8f03cdb54ec3","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a642d83f-5bf0-4ea6-837f-9c1cf90e7dbd","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-7ad721fa-ec78-419d-ba06-475978a5bde9","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Agarwal said that irrespective of the segment in which a company operates, the objective is always to become profitable.

[{"selector":"#anim-769bec37-b834-42fb-ba87-a2fd42d26616 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-41.09362633483124%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-99eee52e-3d7c-41ce-976e-05855357425a","keyframes":{"transform":["translate3d(-141.81819%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6850d644-2b66-4b42-ace5-5c0b023c604d","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8cbe8d51-b607-4ba7-833b-2cb7d1c1c254","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-0ec2684c-c335-44a1-8001-f594779667ad","keyframes":{"transform":["translate3d(142.27273%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-46623cbc-056b-4200-a598-14c8b7baf86d","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-86dd27d7-d92a-4c94-82ff-8eb238bcb1f9","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-4cce80bd-2a27-47c0-90aa-495b484dee47","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Agarwal also focused on the advertising vertical of B2B Ecommerce, which thrive on premium business model.

[{"selector":"#anim-c1c962ab-6209-4922-9d1e-982b1db9bd73 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-41.09362633483124%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-7a7d5d26-5946-485c-b238-0d615a3632e2","keyframes":{"transform":["translate3d(-141.81819%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c190f0ca-1762-4ffe-9f83-93bc9178a89a","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-16f294b8-b2fc-4cba-af03-a480f3362121","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-7951a9e5-de5a-41e4-b735-86d7dc5b118a","keyframes":{"transform":["translate3d(142.27273%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-887d228b-4c96-4e9b-a825-9a89830f16f6","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c3b48139-2598-43d2-93a2-94c41a802141","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-8cc6e74d-16b9-4581-b9f6-f8b0d29bc48d","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

For B2B businesses, he said there are only two propositions – either they can provide enough value for customers to stick around or provide no value.

[{"selector":"#anim-9b16710a-2d4c-4adc-82e6-105eabf47971 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-41.09362633483124%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-d199a1db-5dde-4ac1-907a-b8575bf4e40c","keyframes":{"transform":["translate3d(-141.81819%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2ed57374-a10a-45c7-94fa-3058ea7bb719","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f427697d-4f26-4bc9-8f67-d90cef89203a","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-ee71969d-43fa-4aec-b249-864f83eb91d8","keyframes":{"transform":["translate3d(142.27273%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d0dfa6bb-6510-4a3f-a235-7c23dd595716","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5808b324-7820-41e0-94ec-1f37ef202907","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-735fbc3c-9c36-4787-a098-5d5aa78ac17d","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Due to a comparatively high CAC in the segment, B2B businesses have to eye higher average revenue per user and higher margins.

[{"selector":"#anim-4277167a-a78f-48a2-aca7-c86082290ad4 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-41.09362633483124%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-4347a228-00f3-481c-b370-3062afd5290b","keyframes":{"transform":["translate3d(-141.81819%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-644428bd-55ca-4051-b47a-db5f8a6da00f","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-79b0192b-8135-413e-b786-8b01a3fceed9","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-554e94f5-c200-4922-9f83-90b19dd37723","keyframes":{"transform":["translate3d(142.27273%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ecdfc235-5875-4f67-99c5-c76188a3d676","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e5f0295c-1d45-476e-9f8e-491d2849b051","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-66376446-930b-43eb-9537-0c63bab02e6d","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Watch the entire session where IndiaMart CEO talks about B2B Ecommerce segment of India.

[{"selector":"#anim-c6dc475c-7f31-4038-b874-ff4f6d6cc4a7","keyframes":{"opacity":[0,1]},"delay":0,"duration":3500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-62c22d5c-f1ae-4a9b-9b44-5505a46723de","keyframes":{"transform":["translate3d(-121.59092%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":3500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-80580935-f620-437c-ae58-b00419d4ddb0","keyframes":{"opacity":[0,1]},"delay":0,"duration":3500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-66184b47-e0d1-4d31-82e5-1deaee0cb321 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-13.748963054409668%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Learn More!