In our view, Indian ecommerce companies flush with cash from fresh rounds of funding are splurging on marketing like never before. While the online medium has long been considered a nemesis of the print medium, we think the explosive growth in the Indian e-commerce space implies it could add 100-200bps of ad growth for print names liek Hindustan Times, Dainik Bhaskar and other National Dailies.
In the ecommerce segment, the high competition and ample cash at the disposal of the e-commerce companies should provide further impetus to ad growth.
