E-commerce giant Amazon is looking to strengthen its reach in India by expanding its presence to offline mediums.

Amazon is planning to roll out more than 100 kiosks in malls across India to sell devices such as the Kindle eBook reader, the Echo speaker and the Fire TV dongle by the end of the year, a report said citing sources.

Jeff Bezos-led online seller is following up on experiments conducted earlier in the Indian cities of Bengaluru, Mumbai, Noida, and Ahmadabad.

Amazon is seeking additional space in shopping malls to expand its offline sales in various cities in India.

According to reports, Amazon is considering 70-80 square feet of kiosk space in Indian malls.

The US-based e-commerce giant will allow third-party franchisees to operate these kiosks. The intent is to enhance the consumer experience about Amazon’s products and services.

The offline kiosks may eventually sell locally produced and packaged food items. Amazon has already received approval from the Government of India to sell these through online and offline channels in the country.

Some observers note Amazon’s kiosks could presage a wider push to establish offline retail channels in India’s many cities and towns. Sales through these channels would augment Amazon’s revenues from online markets. Staff members manning the new kiosks would be trained to solve customer queries about Amazon’s products and services.

Amazon expects the kiosks to spur greater awareness about its products in the minds of Indian consumers. The kiosks will offer consumers guided demos of the Amazon Kindle, Fire TV, and the Amazon Echo family of home devices.

Amazon’s latest move in India reflects a trend among online majors tapping offline channels to push sales.



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