Feature

Meet the new E-tailers

How a bunch of small merchants and influencers have developed alternative models to cosy up to buyers

Ayesha Jhulka, who played Anjali in the 1992 blockbuster Jo Jeeta Wohi Sikander, went viral recently. The meme featured her singing the line ‘chahe tum kuch na kaho, maine sun liya’, from the hit song ‘Pehla Nasha’. The lyric translates to ‘even if you haven’t said a word, I have heard you’. It could be romantic, or, in today’s age of privacy, downright creepy. The widely shared joke was on the latter, more specifically, on AI algorithms on e-commerce platforms.