According to a study by Bain & Company and Google, more than 5% of fast-moving consumer goods (FMCG) sales will come from e-commerce by 2020. Currently, e-commerce only accounts for 0.3% of sales. The question is whether this is an achievable number for India, where only 8% of retail outlets are in the organized sector, or what you call modern trade—one of the lowest in the world.