Despite being on the forefront of global digital transformation, India businesses still keep several local traditions that look a bit old-fashioned to business people in Europe and North America. For example, I noticed that dozens of very successful companies, like jewelry producers and traders, construction companies, and even financial institutions may work successfully, but have no websites!

I’ve been wondering why. Is it a kind of tradition? A part of local culture? Or maybe a principle? I searched through the Internet and found a number of publications explaining this.

The phenomenon of successful businesses in India operating without websites, especially in certain traditional sectors, can be attributed to several factors that have roots in local culture. A number of times, I read statements like this:

“In our business, trust and relationships matter more than a digital presence. Face-to-face meetings create bonds that websites cannot.”

or like this:

“We have been doing business this way for generations. The community knows us; they trust us without needing to see us online.”

Cultural peculiarities influence every aspect of social life, including relationships between those who do business. Business deals are often based on interpersonal relationships: Even in sectors like jewelry production, financial services, logistics and construction, businesses thrive on personal relationships and word-of-mouth. Trust is a critical factor, making face-to-face interactions and personal referrals more significant than online presence.

In many regions, business is conducted based on community ties and local networks. This can lead to a reliance on established relationships rather than digital platforms.

Many businesses in India cater to local markets where physical stores and local advertising (like flyers or local newspaper ads) suffice. The customer base is often familiar enough to the business that an online presence is less critical. As for the niche businesses, certain industries may cater to niches that do not require extensive online marketing strategies to attract clientele.

In some areas, particularly rural or semi-urban regions, digital literacy might be lower. Business owners may not feel comfortable or equipped to create and manage a website or navigate online marketing. Limited access to reliable internet services or electricity can hinder the ability of some businesses to establish a digital presence.

For smaller businesses, a serious factor is budget constraints: such businesses have to prioritize funding for inventory, production, or other core operational needs over website development and maintenance costs.

In industries like jewelry, many sales are made through personalized consultations that do not translate well to an online model.

In industries like construction, traditional practices, and relationships with clients may be the norm, leading to lower demand for online interactions. I have heard my India colleagues say that-

“Our customers come from the local community. We engage with them through local means rather than online platforms.”

The blend of tradition, personal relationships, cultural factors, and specific market dynamics can explain why many successful businesses in India operate without a website. As the country continues to progress digitally, however, these dynamics may evolve or change over time, potentially leading to a greater online presence among various industries.

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