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When It Clicks بقلم Amitabh Pandey ... India witnessed an e-commerce boom in the twenty-first century that has transformed the way many of us undertake commercial transactions. But its foundations were laid in the 1990s when major policy changes led to the emergence of the conditions necessary for such a turn of events.This book presents an analysis of that period by an early participant in India?s e-commerce revolution and the many learnings he gained from setting up www.irctc.co.in - one of the most significant e-commerce platforms in the country. The story begins with the first sarkari foray into this exciting new space and goes on to explore how contemporary private players such as MakeMyTrip, Yatra and others, are performing today.Lucid and engaging, When It Clicks is an essential record of India?s e-commerce history and the myriad lessons it has to offer, both about and beyond commerce.

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Amitabh Pandey Amitabh Pandey

Amitabh Pandey, Professor and Head of Communication Design, is a committed behaviour change communication professional who has used his training and experience spanning over 25 years in critical sectors covering Bihar, Jharkhand, Rajasthan, West Bengal, and Andhra Pradesh.



A Master’s in Communication Design from the National Institute of Design (NID), Amitabh heads the Communication Design department of the School of Design at Anant National University. He also serves as a Strategic Communication Lead for the Admissions and Outreach Team for Bachelor of Design (BDes) admissions, providing strategic leadership and productive inputs. Additionally, he is co-guiding two students from NID for their PhD thesis in the areas of Design Thinking and Craft Education in school education.



Before joining Anant, Amitabh worked with UNICEF as a senior consultant in Behaviour Change Communication. He was also associated with various international and grassroots-level organisations to facilitate behavioural changes in the lives of low-income members of society. During this period, he also served as a visiting faculty at NID, Ahmedabad, NIFT Patna, and Banasthali Vidyapith, Tonk, Rajasthan.



Beyond academia, Amitabh is an avid storyteller and reader. He has been invited to many Book Fairs and Literature Festivals for story-reading sessions. He is known for reading “Totto-Chan” stories for children, teachers, and parents.

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تقييمات ومراجعات (When It Clicks)

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