Manish Tiwary, Amazon India’s country head, will step down in October after an influential eight-year tenure. This move, reported by Reuters, marks the end of Tiwary’s significant role in Amazon India’s growth and operations since he joined the company in 2016, following a successful period at Unilever.
During his time at Amazon, Tiwary has been instrumental in driving the company’s expansion and success in the highly competitive Indian e-commerce market. An Amazon spokesperson confirmed that Tiwary will be leaving to pursue another opportunity, although specific details were not disclosed. “Manish Tiwary, Country Manager for Amazon India, has decided to pursue an opportunity outside of the company. Manish’s leadership over the last eight years has been instrumental in delivering for customers and sellers, making Amazon.in the preferred marketplace in India. Manish will continue with Amazon until October to help ensure a smooth transition,” the spokesperson stated.
Tiwary’s departure comes at a time when Amazon is shifting its focus towards its cloud business in India. Despite investing over $7 billion in the Indian market, Amazon has faced challenges in expanding its reach in smaller cities and towns, primarily due to strong competition from domestic players like Walmart-owned Flipkart and SoftBank-backed Meesho. Analysts attribute Amazon’s struggles in these areas to its limited product offerings for price-sensitive customers and an underdeveloped logistics network.
Meesho has surpassed Amazon in terms of mobile app monthly active user share within the Indian e-commerce sector, according to a recent Morgan Stanley report. Additionally, Bank of America analysts noted that Flipkart’s mobile apps have over 50 million daily active users, while Amazon’s apps have fewer than 40 million daily active users.
In urban areas, Amazon faces stiff competition from quick-commerce companies such as BlinkIt, Zepto, and Swiggy, which are attracting customers with ultra-fast delivery services, some promising deliveries in as little as 10 minutes. Recently, Flipkart launched its quick delivery service in Bengaluru, further intensifying the competition. There are also reports that Amazon has been in talks to acquire a stake in Swiggy, signaling its interest in expanding its quick-commerce capabilities.
This challenging landscape underscores the complexities Amazon faces in India. The company’s difficulties are not limited to competition from other e-commerce platforms but also include the rise of quick-commerce companies that are reshaping consumer expectations with rapid delivery promises. These developments highlight the dynamic and highly competitive nature of the Indian market, where traditional e-commerce giants must continuously innovate and adapt to maintain their market position.
Tiwary’s exit is significant given his role in establishing Amazon India as a leading marketplace. His leadership has been pivotal in navigating the company through the complexities of the Indian market, fostering customer and seller satisfaction, and driving operational excellence. His departure signals a period of transition for Amazon India as it continues to navigate the competitive landscape and explore new growth avenues, particularly in the cloud and quick-commerce sectors.
Looking ahead, Amazon India will need to address its logistical challenges and enhance its product offerings to compete effectively with entrenched local competitors and nimble quick-commerce firms. The company’s ongoing investment in the Indian market, coupled with strategic acquisitions and partnerships, will be crucial in maintaining its competitive edge and expanding its footprint in both urban and rural areas.
In summary, Tiwary’s departure marks the end of a significant chapter for Amazon India. His contributions have been vital in shaping the company’s presence in the Indian e-commerce market. As Amazon shifts its focus and strategies to adapt to the evolving market dynamics, the upcoming months will be critical in determining its future trajectory in India.
