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Natural For Rediff To Get Into The Group Buying Space Says Ajit Balakrishnan

Rediff.com is planning to get into the group buying space, the companys CEO Ajit Balakrishnan told MediaNama on the companys Investor Conference call on Tuesday. Responding to our question on whether Rediff intends to compete in the deals space, Balakrishnan said "Certainly, the GroupOn type of thing is a natural for us. We're a natural inheritor for that kind of business, but wait for that announcement, we're not ready yet." Balakrishnan didn't comment further on Rediff's plans, but we do agree that this would be a good fit for the company. Here's why: Rediff does have a play in the e-commerce space - it runs Rediff Shop & Gift (previously Rediff Shopping), which essentially serves as an online marketplace for offline retailers. For group buying, it already has a large network of retailers that it can tap for offering deals on its site. Compared to other group buying sites that have spent a lot on marketing and building their base, Rediff doesn't need to spend on getting users: it has a substantial user base visiting its site. Additionally, it is in a position to leverage the social nature of its platform: last year, Rediff had launched MyPage, allowing users to create public profiles for themselves, and connect with other users. In the process, users have added significant contextual information about themselves, and this can help Rediff serve deals to them, on the basis of their demographic profile, preferences and more importantly, location, on their MyPage, or, for that matter, use…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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