How Instagram shopping is transforming small and medium businesses in India
At 12 noon every day, Deepika Nandal competes with 20,000 other followers to buy her favourite handloom apparel from an Instagram account called @ SanskritikVastrashala. The Mumbai-based food blogger frantically types the account name on the search bar of her app before it’s too late. There are only 30 unique pieces to choose from every day. “The catalogue is booked within minutes, and sold out in an hour,” says the 32-year-old.