A 86 percent decrease in Google-backed e-commerce platform Dunzo's advertisement and marketing expenses has resulted in a 67 percent increase of its revenue in the FY21, according to data provided by the company in a press release. The decrease in marketing expenses has also translated into a 43 percent decrease in cash burn for the company, the data indicated. The time period of these figures which coincide with the pandemic and the subequent lockdowns in the country, signify the level of reliance Indian consumers had on e-commerce platforms such as Dunzo, Swiggy, Big Basket during the period. This also shows a significant behavioural shift with Indian consumers, who are adapting to more frequent, small-sized purchases compared to larger, monthly purchases for everyday products and consumables. All the numbers Gross merchandise value: GMV (which includes value of products solid and…
