Just like there are two types of mutual fund schemes in India - Direct and Regular - there should be two types of ways to deliver anti-malware/anti-virus software from vendors such as Kaspersky, ESET, F-Secure, Trend Micro, etc.. Currently such privacy/security software is sold in India in a nice-looking box, complete with physical media [a CD], etc., and is delivered by a physical courier service such as Blue Dart or Delhivery. Costs can be significantly reduced by eschewing things such as box packaging, physical media, etc., and by delivering the serial key via email, along with a link to download the latest version of the security suite. Just like applying directly to mutual fund schemes gives higher returns than applying through someone, purchasing only the serial key will do away with unnecessary costs and will thus either boost profits of sellers or lower end-user prices [thus increasing sales].
Actual photos of the KIS package that arrived at my home from Snapdeal: