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Big Data in the current context is an asset for any government body as it helps in efficient and effective governance with the help of technology so as to create and build a citizen centric approach. As digitization has become an integral part of everyday life, data collection has resulted in the accumulation of huge amounts of data that can be used in various beneficial application domains. Effective analysis and utilization of big data is a key factor for success in many business and service domains. The Government of India initiated a Big Data exercise by collecting data in various forms, namely, PAN card data, voter ID card data, AADHAR data, BPL data, etc., which was meant to pass on the benefits of a specific nature to the beneficiaries. Various schemes have been conceived and implemented by different state and central governments wherein Big Data has been generated and has helped the beneficiaries in different facets of receiving the benefits. The next step of all these smart initiatives and smart data is to logically and correctly use the data for transiting the current policies into the futuristic levels. This paper selectively reviews and analyzes the Indian policy context regarding Big Data, data analytics and the associated technology requirements in the e-governance context.

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The Internet has changed the way many consumers shop, not just in the digital domain, but also in the physical world. E-tailing is a subset of e-commerce, which encapsulates all “commerce” conducted via the Internet. It refers to that part of e-commerce which entails the sale of product merchandise and does not include sale of services viz. Railway tickets, airlines tickets, job portals, etc. In 2012, the size of India's e-commerce market was USD 10 billion, while that of the e-tailing market was USD 0.6 billion. The current small size of e-tailing has led to it rarely being assessed on standalone basis. It is either clubbed with e-commerce or with brick & mortar retail, which, while not incorrect, does not allow for e-tailing's evaluation on its own merit. Consumer's perception regarding shopping has been changed with the introduction of internet media. Retail industry has witnessed major revolution in the changing technology oriented business scenario of the twenty-first century in India. Internet has shrunk the entire World. The rules of the game in retailing are fast changing with the introduction of Information Technology. The e-Retailing website is the front door of the online store that interacts between the e-retailer and consumers. The electronic retailing (e-Tailing, e-Retailing, internet retailing etc.) is the model of selling of retail goods using electronic media, in particular, the internet. In this research paper the authors propose to explore the factors contributing to the growth of e–Retailing in India and to investigate conceptually the issues and challenges involved in e- Retailing An attempt in this paper will also be made to study the present scenarios of e-tailing opportunities, its market, the viabilities and trends.

The domain of online marketing and internet advertising is going through radical changes. In context to Indian online market, according to Internet and Mobile Association of India (IAMAI), the digital commerce market has seen a growth by 33% reaching to a figure of 62,967 Crore in the year 2015 which is predicted to touch $50 to $70 Billion by the year 2020 owing to the increasing popularity of online shopping and increase in internet penetration. Affiliate marketing is referred as performance marketing and associate marketing (IAMAI Research Report, 2014). Affiliate marketing is a type of online marketing technique where an affiliate/promotes a business through an advertisement on their web site and in return that business rewards the affiliate with commission each time a visitor, customer generates sales. The objective is to analyze by conceptualizing the mechanics of affiliate marketing through judicious and optimum use of digital content marketing by e-tailers so as to engage customers and create boundless business opportunities for growth, expansion and profitability.