The need for a consistent, competitive pricing model
Like many retailers in India, Sathya’s initial business success was driven by in-store sales, but the lockdowns of the Covid pandemic forced the company to direct its customers to its existing online presence. However, the challenge was that e-commerce pricing was inconsistent, out of date, and non-competitive. The team at Sathya had been manually mapping online prices across multiple items, product categories and competitors. Although this approach was adequate when so little business was transacted online, the store closures of Covid meant online was the sole shopping platform available for customers. The limitations of this manual approach quickly became apparent, especially when compared with the large, experienced market place players such as Amazon and Flipkart.