Flipkart is India's leading e-commerce company founded in 2007. It has expanded rapidly across India and is poised for further growth. Flipkart captures nearly half of India's e-commerce market and has over 10 million registered users that visit the site daily. The company primarily targets India's large youth population that is adopting online shopping. To maintain its leading position, Flipkart continues to enhance its offerings through acquisitions and new services, and raise hundreds of millions in investments to support its expansion plans across India.

2. •Leading e-commerce
Company in India
BOOKS
•Founded in 2007 by
LIFESTYLE
FLIPKART
PAYMENT
GATEWAY
SERVICES
Sachin Bansal and Binny
Bansal
CONSUMER
GOODS
E-KART
WS RETAIL
VALUED
AT 9760
Cr.

3. •Poised for rapid growth
• Fastest growing
amongst Asia pacific region.
•Expanding into non-metropolitan India.
•Social media and mobile technologies are accelerating
e-commerce adoption.
•Large retailers are looking forward to build an online
presence.

4. GEOGRAPHIC:
CATERS TO TIER 1, TIER 2 AND TIER 3 CITIES
USAGE RATE:
•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
behaviour.
AGE GROUP:
•Youngest online demographic globally .
•75% of online users between the age group of 15-34 years.

5. MARKET GROWTH:
•Current size of e-commerce market in India $11.2
billion
•360 e-commerce portal offering services in India
(tripled since 2010)
• Internet users in India is expected to grow to 376
million by 2015.
MARKET TRENDS:
SALE OF DIFFERENT PRODUCTS
CONTRIBUTION
9%
23%
TIER 1
40%
51%
TIER 2+3
RURAL
48%
ELECTRONIC
GOODS
BOOKS
29%
LIFESTYLE AND
ALLIED
PRODUCTS

6. S
T
R
E
N
G
T
H
S
.Industry condition: very high
potential
.Investor’s trust
.Services and warehousing
.Payment options
.Established brand
W
E
A
K
N
E
S
S
.Entry of international on-line
competitors in Indian market
.Customers are not comfortable with
online payment
.Not profitable operationally
.Time to build confidence among the
customers
.Middle management retention issues.

7. .Development of m-commerce
in the e-market
OPPORTUNITIES
O
.Increasing internet
penetration
.Target social medias to reach
young population
.High interest among VC/PE.
.High competition from
major international online
retailers
.Capture of alternative
market by competitors
e.g.Infibeam
THREATS
T

8. • Amazon.com/ Amazon.in
• Junglee.com.
• EBay
• SnapDeal
• Jabong.com
• Homeshop18
• Yebhi.com

9. Key success factors:
•First mover advantage
•Experience of E-commerce industry
•Investments
•Cash on delivery
•Customer orientation

11. 2010:
•Voice based search (July 2013)
We read
•Online payment solution
2012:
•Flipkart e-books (July 2013)
•Men's wear (October 2013)
Letsbuy.c
2011:
ACQUISITIONS
Mime360
om
2011:
Chakpak.
com
Shutdown of flyte (the digital music store, june 2013
)

12. •Membership cards and premium facilities.
•Extended range of academic books.
•Providing Sponsorships.
•Vernacular language option on websites.
•Better featured user interface.
•Cost cutting on packaging.
•Flipifts
•Liquor

14. FLIPIFT’S:-
•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
customized goods
•Will also be supported by IP tracking systems to enhance
repeatability.
Archies
Indiangi
ftsportal
.com
Red
moments
iFEEL
Cafepress.
com

17. •Initially in Mumbai and NCR
•Mandatory registration
•Uploading Identification proof mandatory
•Minimum order of $16
RETAILER
CONFIRMS THE
AVAILABILITY OF
STOCK
ORDERS
PLACED WITH
FLIPKART
FLIPKART
RETAILERS
CUSTOMER
RETAILER
DELIVERS
ALLOCATION OF ORDERS WITH
RETAILERS
SATISFIED
CUSTOMER

18. •
•
•
•
•

19. Internet users by age
6%
3%
16%
35%
40%
Internet users by age
(source: survey)
15-24
25-34
35-44
45-54
55+
Youth population (million)
500
400
430
464
353
300
youth
population
(million)
200
100
0
2001 2011 2021

20. •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
oCurrent buyers

21. 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
platform
• Discount on purchases.
• Home delivery
• Gifting services
• Cash on delivery
• Availability of liquor
• Flipifts
• Academic related books
Points of Difference:
•Flipkart membership cards
for premium customers
•E-wallet
•Vernacular language
•Better user interface-one
drag approach.

22. “Bookstore at your door”
“The store at your door”
“Jo dikhta hai wo bikta hai”
“No kidding, no worries”
“Shopping ka naya address”

23. •
•
•
•
•
•
•
Product
Price
Promotion
Place
Process
People
Physical evidence

24. •Aims most segments except automobiles and groceries.
FICTION
ACADEMIC
LITERATURE
CHILDREN
ELECTRONIC GOODS
HOUSEHOLD ELECT.
MOBILE TECHNOLOGIES
PERIPHERALS,WELLNESS
APPARELS
ACCESSORIES
Suggested: Flipifts, bottoms up, extended range of
academic books

25. PRICE:
•Offers discount
•E-wallet
•E-gift vouchers
Suggested:
• membership cards with
points facility
PROMOTION:
•Advertising
•Online marketing
•Media
•Word of mouth
Suggested:
•sponsorships
• e-wallet promotion
• themes of advertisements
concentrating on different services
provided.

26. PLACE:
•Inventory at 4 major
centersMumbai, Delhi, Bangalore,
Kolkata
PROCESS:
•Cash on delivery
•Delivery services through
e-kart and postal services
•Delivery time
•Covers all tier-1 cities and
major tier-2 and tier-3
cities
•Debit and Credit card
transactions
•Payzippy safe payments
•Suggested: Vernacular language

27. PEOPLE:
•Customer services
•Investors
•Employees
PHYSICAL EVIDENCE:
• The packaging and quality of
product
•Prompt delivery
•30 day return policy
Suggested- Better user
interface, IP tracking for Flipifts

28. 5000
Revenue In INR Cr.
2000
1000
500
4
2008-09
20
2009-10
75
2010-11
2011-2012
2012-2013
2013-14
2015

29. • 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
Iconiq Capital
• 2013, October:$160 Million from Dragoneer Investment, Morgan
Stanley, Sofina, Vulcan Capital, Tiger Global

30. INVESTMENTS
400
350
360
300
250
200
150
$million
150
100
50
1
0
2009
10
2010
20
2011
2012
2013

31.  LIQUOR :
• Liquor Iicense-20-30 lacs
(INR)
• Pricing: approximately 20%
highly priced than MRP. (INR)
FLIPIFTS :
•Wrapping Expense
• Advertising
• Earnings per 15% of cost of
the gift