Eternal saved your time. Now it wants you to spend

For much of the past decade, India's consumer internet economy was focused on helping people stay at home. Businesses like food delivery and quick commerce platforms emerged, making it easier for consumers to outsource routine tasks. Now, one of India's largest consumer internet companies, Eternal Limited, believes there is an opportunity to shift focus to helping people go out and engage in offline activities.

Rahul Ganjoo, CEO of District, a consumer entertainment and ticketing platform operated by Eternal, stated that offline shopping could become District's second-largest business within three years. District's plans indicate that Eternal sees a shift in urban spending patterns, with more customers allocating their disposable income towards leisure and offline experiences.

District operates on the opposite side of the convenience economy, focusing on leisure and offline activities such as dining, shopping, movies, events, and sports. The company aims to become the digital layer that sits on top of offline consumption, allowing users to discover, book, and pay for these activities through a single platform. This strategy is based on the idea that as consumers' disposable income grows, they will allocate more money towards experiences outside the home.

Eternal's strategy suggests that two trends can coexist: the continued growth of convenience, facilitated by platforms like Zomato and Blinkit, and the growth of leisure spending. As consumers save time through convenience, District aims to help them spend that time on experiences and leisure activities. The company is effectively positioning itself as a key player in the transition from a convenience economy to an experience economy.