Snapdeal drums up custom in Slumdog’s Dharavi

By Nivedita Bhattacharjee MUMBAI (Reuters) – For viewers of Oscar-winning film “Slumdog Millionaire”, Mumbai's vast Dharavi slum is a byword for poverty, but to online retailer Snapdeal.com it is a battleground for new customers and, it hopes, a source of better margins. The three are already fighting over India's 300 million-strong urban middle class, who have come to expect price wars and great deals on everything from mattresses to motors, but as competition intensifies, Snapdeal has begun chasing a different demographic. It tied up with remittance provider FINO PayTech in November to set up online shopping services in semi-urban, rural and low-income residential areas across India.

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Snapdeal drums up custom in Slumdog’s Dharavi