A recent study by Kearney and Meesho reveals that Northeast and parts of the Hindi heartland, including cities like Varanasi, Allahabad, Gorakhpur, Noida, Jamshedpur, and Ranchi, are emerging as new e-commerce hotspots. Rising disposable incomes and consumer demand for varied options and styles are driving the trend. Additionally, the restricted presence of offline retail in certain regions, such as the northeast, is pushing consumers to shop online. Imphal, Agartala, Silchar, and Shillong in the northeast are home to digitally savvy consumers who are comfortable shopping online.