Company in India
•Founded in 2007 by
Sachin Bansal and Binny
•Poised for rapid growth
• Fastest growing
amongst Asia pacific region.
•Expanding into non-metropolitan India.
•Social media and mobile technologies are accelerating
•Large retailers are looking forward to build an online
CATERS TO TIER 1, TIER 2 AND TIER 3 CITIES
•Third largest internet user base of 124 million (10% internet penetration)
•India’s mobile user base is 87.1 million and is expected to double by March 2015
.Flipkart projects its sales to reach INR 10 billion by year 2014.
•On average, Flipkart sells nearly 20 products per minute and is aiming at generating a revenue
of INR 50 billion (US$1 billion) by 2015.
•Flipkart has 10 million registered users; about a million visit the site every day.
•The users of age 15-34 years are most susceptible to changes in purchase/consumption
•Youngest online demographic globally .
•75% of online users between the age group of 15-34 years.
•Current size of e-commerce market in India $11.2
•360 e-commerce portal offering services in India
(tripled since 2010)
• Internet users in India is expected to grow to 376
million by 2015.
SALE OF DIFFERENT PRODUCTS
.Industry condition: very high
.Services and warehousing
.Entry of international on-line
competitors in Indian market
.Customers are not comfortable with
.Not profitable operationally
.Time to build confidence among the
.Middle management retention issues.
.Development of m-commerce
in the e-market
.Target social medias to reach
.High interest among VC/PE.
.High competition from
major international online
.Capture of alternative
market by competitors
Key success factors:
•First mover advantage
•Experience of E-commerce industry
•Cash on delivery
•Voice based search (July 2013)
•Online payment solution
•Flipkart e-books (July 2013)
•Men's wear (October 2013)
Shutdown of flyte (the digital music store, june 2013
•Membership cards and premium facilities.
•Extended range of academic books.
•Vernacular language option on websites.
•Better featured user interface.
•Cost cutting on packaging.
•All consumer goods, generic gift products, customized goods.
•A different section for generic and customized products under flipift
•Presto, customized gift manufacturer and retailer-sole provider of
•Will also be supported by IP tracking systems to enhance
•Initially in Mumbai and NCR
•Uploading Identification proof mandatory
•Minimum order of $16
ALLOCATION OF ORDERS WITH
Internet users by age
Internet users by age
Youth population (million)
2001 2011 2021
•Flipkart targets mainly the youth of the country,
•Web friendly people.
•Target markets should include
oPeople who do not relate well with English language,
oAcademic institutions and people associated with it
Points of parity:
• Easy locating of products
• Competitive prices.
• No hassles of going to shops
personally and shop for products
• Availability of various products on one
• Discount on purchases.
• Home delivery
• Gifting services
• Cash on delivery
• Availability of liquor
• Academic related books
Points of Difference:
•Flipkart membership cards
for premium customers
•Better user interface-one
“Bookstore at your door”
“The store at your door”
“Jo dikhta hai wo bikta hai”
“No kidding, no worries”
“Shopping ka naya address”
•Aims most segments except automobiles and groceries.
Suggested: Flipifts, bottoms up, extended range of
• membership cards with
•Word of mouth
• e-wallet promotion
• themes of advertisements
concentrating on different services
•Inventory at 4 major
centersMumbai, Delhi, Bangalore,
•Cash on delivery
•Delivery services through
e-kart and postal services
•Covers all tier-1 cities and
major tier-2 and tier-3
•Debit and Credit card
•Payzippy safe payments
•Suggested: Vernacular language
• The packaging and quality of
•30 day return policy
Suggested- Better user
interface, IP tracking for Flipifts
• 2009: $1 million from Accel Partners
• 2010: $10 million from Tiger Global
• 2011: $20 million from Tiger Global
• 2012: $150 million from Naspers, Tiger Global and Accel Partners
• 2013: $360 million in two phases:
• 2013, July: $200 million from Naspers, Accel Partners, Tiger Global and
• 2013, October:$160 Million from Dragoneer Investment, Morgan
Stanley, Sofina, Vulcan Capital, Tiger Global