Consider your favourite places to visit in Kerala. The spice vendor with the scented market stall, the small tea business where you have your morning chai, or the textile shop your family has been going to for generations. These traditional businesses are vital components of our communities. But, don’t you think, things are changing? Our increased online time is having a significant effect on these cherished enterprises, causing a “digital wave,” if you will.
Now, “digitalization” may sound like just another fancy tech term, but it simply refers to the use of digital technologies, such as computers, smartphones, and the internet, to complete tasks in a different way. This can seem like a significant change for our traditional businesses. Imagine the pleasant owners of that textile store suddenly having to consider social media and websites rather than just showcasing their magnificent materials. The game has completely changed!
The Upsides: New Opportunities Knocking on Digital Doors
But there are other aspects of this digital revolution besides difficulties. Additionally, it presents our local businesses with some amazing opportunities:
Reaching Outside the Neighbourhood: In the past, a store’s customers was primarily restricted to locals. However, even a small firm in the city may reach customers across Kerala, India, or even the entire world with just a basic web presence! Imagine a home-based pickle manufacturer selling their mouthwatering wares to Keralites in Bangalore or Mumbai.
Meeting Customers Where They Are: We all use our phones a lot, let’s face it. Businesses can now meet their clients where they are—scrolling through social media, doing a Google search, or checking their emails. Now, the textile store may use Instagram to display its most recent collection, drawing in potential clients who might not have otherwise passed by their actual location that day.
Creating Stronger Bonds: Social media is for connecting, not just selling. Companies may display their skills, tell their story, and create a brand community. To build a more intimate relationship, the proprietor of that tea business may tell tales about the origins of their unique blend or conduct surveys to find out what treats patrons prefer.
Building a Better Understanding of Customers: Digital tools can offer important insights into the needs, preferences, and search terms of customers. Businesses can use this information to better target their marketing campaigns and product offerings, making them attractive and relevant. Consider a spice vendor who sees a high volume of internet searches for a particular variety of turmeric and decides to stock up.
Leveling the Playing Field: Although large companies have historically had significant marketing budgets, digitization has made it possible for smaller enterprises to reach their target audience at a lower cost. Relative to traditional advertising, social media marketing and specialized web ads can be extremely costly.
The Challenges: Navigating the Digital Deep End: Naturally, our traditional businesses face a number of challenges as a result of this digital shift
The Digital Divide: Not everyone is equally comfortable or aware about technology, a phenomenon known as the “digital divide.” Use of these new tools may be difficult for older business owners or those in more rural areas. Digital literacy and stable internet access may also be obstacles.
Standing Out in the Crowd: The online world is a large, noisy place. Because there are millions of websites and social media profiles, it can be difficult for a small business to stand out. They must develop the ability to speak up.
Establishing Trust Online: Establishing trust online becomes essential when consumers are unable to physically see or handle a product. To reassure potential customers, businesses should emphasize brief descriptions, quality images, and real customer reviews.
Managing Online Operations: For individuals used to more conventional methods of operation, managing the digital aspect of the business can be difficult as it involves additional duties such as creating a website and managing online orders and deliveries.
Adjusting to Shifting Trends: The digital landscape is ever-changing. Businesses must be flexible and eager to learn new things because new platforms and technology appear all the time.
The Kerala Context: A Unique Blend of Tradition and Technology
Kerala has a distinctive cultural fabric. Our legacy is tightly tied to our traditional companies. The difficulty is in adopting digitalization without sacrificing the uniqueness and charm that define them. Using internet tools to increase their productivity and reach while maintaining the personalized touch and quality that customers have grown to expect is all about striking a balance.
Consider a traditional Ayurvedic clinic providing online consultations to people who are looking for their expertise from a distance, or a Kathakali makeup artist using Instagram to display their intricate work to a larger audience. These demonstrate the harmonious coexistence of tradition and technology.
CONCLUSION For businesses globally, including our beloved traditional enterprises in Kerala, digitalization is becoming a reality rather than a far-off future. Even while it has drawbacks, there are numerous opportunities for development, adaptability, and connection. The secret for successful companies is to properly accept this shift, seek out assistance when required, and come up with creative methods to incorporate digital technologies into their current methods without compromising the distinctive features and character that set them apart. By doing this, they may not only endure but also thrive in this changing environment, ensuring that Kerala’s traditional enterprises’ rich weave will continue to improve our lives for future generations, both online and off