Net knits the Indian Diaspora

Online stores promoting gift giving to family and friends have a special appeal, writes Shalini Narang.

Online stores promoting gift giving to family and friends in the festive season have a special appeal for the Internet-savvy Indian Diaspora wanting to connect with family and friends back home. Come August and the tone for the upcoming festive season is set in motion in the virtual world as in the real world.

Information exchange on the best product catalogues and on the most competitive exchange rates at the myriad sites is a common practice during the festive season on the varied desi e-mail groups at myriad companies in Silicon Valley with sizeable Indian workforce.

Advertisements for gifts-to-India also pop up from popular portals and though the online stores might not bring the aroma of mithais and mishtis lined in sweet shops, the sight of the goods and gift possibilities is nevertheless awesome and going by the trend, is on a rise with every festive season.

The array of choices -- from sweets and savouries to clothes and crockery and from cakes and candies to cameras and camcorders at these online stores are mind-boggling and no less than in traditional brick and mortar shops.

My journey to the online marketplace began about six years back when I nervously entered the new and virtual world of online stores while accidentally browsing through one of them. Internet selling and buying was at its nascent phase and the thrill of the nouveau experience surpassed the fear of identity theft or online piracy.

For the ease of online shopping, I again abandoned this year the rigour of searching for the right rakhee thread and then carefully packing a little sugar, rice, roli and tikka, driving to the nearest post office, weighing the packet for the correct stamps and mailing the same. One of my friend's, who is yet, unbitten by the Internet shopping bug, said, "Online shopping on Indian festivities is impersonal, since our festivities are all about a personal touch."

I disagree. It is different but not impersonal. You get to select though not touch. You get to choose the words in a card though not write them. Yes, there are compromises that a virtual buyer makes for real money, but for me the benefits score over. Your wishes reach in lesser time than via traditional mail and without tampering. I agree that one pays more than the actual worth of the goods, but the price is for the service and the experience not merely the goods.

A savvy Internet shopper can browse and shop around for the best deal like one would in traditional shopping. The areas for caution are the exchange rate that the varied sites offer. It is important to check what is charged to your account.

While the ease of selection, order placement and order tracking of a gift to India was definitely a thrill coming from newness, the true triumph and the peak of online shopping experience for me was the picture of my parents receiving the cake and flowers on their anniversary in my inbox.

My immeasurable pleasure was priceless and an indescribable thrill. Distances suddenly dropped and another bridge was built. The online shopping mall gained a zealous patriot and a regular visitor. I have been hooked thereafter. Birthdays and festivities for me are no longer times to tread to the nearest hallmark store or to a desi brick and mortar store but to a virtual store from the convenience of my computer.

More than the array of gifts, the USP of the virtual mall lies in the services like 24/7 order tracking, pictures of delivery and instant chat facilities.

The online gift stores are a way for the common man to experience the permeation of technology and its advances in everyday life and to share the timeless bonds of love and affection via new means and fresh frontiers.