India’s E-Commerce Critics Are Missing the Big Picture,” Says Siddharth Shankar

DELHI, June 2, 2025 — India’s e-commerce achievements are not just about logistics and last-mile delivery—they are a reflection of deep-rooted innovation and market resilience, says Siddharth Shankar, the founder of Tails Group, a global brand distribution company that recently concluded a landmark £6.7 billion business transformation.

Speaking on the Karostartup podcast, a platform dedicated to showcasing India’s entrepreneurial journeys, Shankar pushed back against the growing narrative that India’s tech success is superficial. “I think those comments might be blown out of proportion,” he said, referring to claims that the country’s e-commerce growth is more scale than substance. “E-commerce as an industry in India is one of the very few success stories globally.”

Shankar built Tails Group from the ground up—without external funding—into one of the world’s largest brand portfolio and distribution companies, managing over 285 consumer brands and reaching more than 150,000 customers globally. In 2024, he led the company through a strategic shift that culminated in the $500 million sale of its consumer brand arm, a move that reflected both market opportunity and operational maturity.

Throughout the interview, he stressed that India’s rise in the digital economy is far more nuanced than its critics acknowledge. “The US tried it. So did the UK, France, Germany, and Singapore. Even countries with cheaper labour—like the Philippines, Indonesia, and Malaysia—haven’t managed what India has achieved,” he noted. “Despite our larger problems, India made it work. That’s not a fluke.”

Shankar, who began his professional journey in banking before turning to entrepreneurship, emphasised that innovation need not always look like Silicon Valley. “The tech stack behind Indian platforms is brilliant. Decades of work have gone into building this ecosystem. Convenience and standard of living in India today are among the best—especially when you consider the population scale.”

He challenged the notion that India must mirror China or the West to be seen as innovative. “We shouldn’t be comparing ourselves to China. Every country has its own strengths. India’s comeback—economically, socially, and digitally—since independence is a powerful story in itself.”

His remarks reflect a broader sentiment among India’s new generation of business leaders: a growing confidence in the country’s capacity to lead in technology and consumer markets on its own terms.

Karostartup, the platform hosting the conversation, has been instrumental in documenting such stories. Since its inception in 2020, it has featured over 5,000 startup narratives from across the country, especially from India’s tier 2 and tier 3 cities. With a digital reach exceeding a billion views, the platform serves as a vital voice for grassroots entrepreneurship.

As Shankar sees it, criticism shouldn’t become a distraction. “Put your blinkers on and focus on your work,” he advised. In a sector often overshadowed by Western benchmarks, his message is clear: India’s innovation story doesn’t need outside validation—it speaks for itself.

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P Koshy

Author, Entrepreneur, and Development Professional, specializing in small enterprise policy, development studies, and entrepreneurship programmes. Contributor Global SME News & Director of Strategic Initiatives at The Enterprise Institute. Formerly, Sr. Economist at the World Association for SMEs, Economist at AMI International SAOC. His writings have been featured in publications including UN TODAY, Financial Express, Financial Chronicle, ERENET Journal, Indian Express.

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