Beyond rapid deliveries, India's maturing e-commerce sector is increasingly prioritising the customer experience post-purchase. Reverse logistics, which used to be perceived as just an unavoidable expense, is now recognised as a crucial element for customer retention, improved working capital, and strengthened brand trust. As return volumes increase and market reach expands in smaller Indian cities, businesses are re-evaluating their post-purchase customer experience design. In a conversation with Economic Times Digital, Dipanjan Banerjee, Chief Commercial Officer, Blue Dart, discusses how reverse logistics has evolved from a back-office task to a key front-facing element that influences customer satisfaction, operational effectiveness, and sustained financial success.
Economic Times: Reverse logistics is often spoken of as a cost of doing business. At what point does it become a strategic lever for customer retention, brand trust, and margin protection instead?
