PIN It to Win It: India’s digital address revolution

By Utpal Kaushik, Management Consultant at Avalon Consulting and Vidushi Goel Management Consultant at Avalon Consulting

Every time you order online, you would have found yourself giving directions like, “It’s the fourth house after the hospital, next to the building with the blue gate,” or gotten to the point of sharing your current location pin because the explanation for the address alone just doesn’t cut it. In India, addresses often fail to convey the full story; one has to rely on landmarks or even trees to be precise. Addresses are vague, inconsistent and in many cases, not even mapped properly on Google Maps. Whether it’s a quick commerce delivery, a courier, or a cab ride, reaching your doorstep usually needs a phone call, a landmark and a fair bit of luck.

It’s not just about the minor irritation of guiding a Zomato rider ...