Flipkart began in 2007 with over 10 million books available for home delivery. By 2011, Flipkart addressed customer concerns about original products, payment methods, replacements, refunds, and damaged items. Between 2012-2013, Flipkart positioned itself as "THE new address for shopping" after establishing trust from 2007-2011. Flipkart's strategy involved using Hinglish language and references to happening places to appeal to all generations. Factors in Flipkart's success included being a first mover, focusing on service, strong supply chain and logistics through Ekart Logistics, focusing on depth over width of products, and expanding from books to electronics and clothing.