Hindi has a two-gender system and the mapping of bio-logical sex and grammatical gender is strengthened by highly inflected sentence-structure which reinforces gender-marking all through the sentence and discourse. This paper is based on a study that explores the role of grammatical gender in the personification of abstract concepts in contemporary Indian political discourse where Hindi is the predominantly used language. This review will be useful to businesses and researchers interested in developing/benchmarking successful e-retail business model to win and sustain competition.

National capital region and Bangalore are preferred locations for establishment of their headquarters. They operate with lean manpower and functional departmentalisation except Flipkart which employs massive 10,000 plus employees and prefers to recruit generalists. Their marketing strategy essentially includes social media and internet. Due to FDI restrictions all top e-retailers under this study except HS18 prefer marketplace model in pure/hybrid form and earn revenue through transaction fee. It is observed that online retail is a meager 0.5% of overall retail in India and future potential is huge. Six major e-retailers are compared on the basis of monthly traffic data obtained from.

Thoughtful insights on business model components of top e-retailers based in India have been achieved through content analysis of reliable books, reports, journals and the web.

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