Supermarkets don't get a lot of love in India. It's the local stores with friendly banter and personal service that draw loyal customers. But as the country gears up for growth in grocery e-commerce, there's promise for the big players. What does the future of the food shop look like in India?

The Indian e-commerce market is expected to grow from $2 billion in 2013 to $8.5 billion by 2016. Most of this growth will come from clothes, shoes and accessories - showing that tech-savvy Indian consumers have grown to trust online shopping. But what's driving this shift?

Private messaging is an ideal medium to do the obvious – open a dialogue and conduct a conversation. In fact, 59% of all US social sharing now occurs in private channels. But while people are happy to chat to their mates on platforms like Facebook Messenger, how can brands get involved?

For the past decade, modern supermarkets have struggled to tempt Indians away from local shops. Now, Amazon is trying to change that. KiranaNow is a service that lets shoppers browse and order from their local convenience store and get items delivered in between two and four hours.