IndiaMART

Founded in 1999, IndiaMART is an online business-to-business listing platform that connects buyers with suppliers. This Indian
e-commerce company provides B2C, B2B and customer-to-customer sales via their web portal.

CUSTOMER SEGMENTS
IndiaMART caters the needs of buyers and suppliers, be it a SME or large enterprise or individual customers. It provides a
platform for suppliers to reach new markets with the help of its website and also helps in increasing the brand awareness of the
products.

VALUE PROPOSITIONS
IndiaMART provided a platform as a virtual marketplace that would lead to growth in business by bridging the connectivity and
accessibility barriers between SMEs and global buyers. The key idea behind the business is to get more buyers and sellers on
the platform to scale the business.
For suppliers the value proposition includes:
 Accessibility to new markets and increase in revenue by having access to global buyers via the platform.
 Access to current market trends.
 24x7 visibility of products.
For buyers the value proposition includes:
 Access to network of suppliers and their offerings.
 Access to rating and feedback of suppliers.
 Ease, safety and security in transactions.
 It also provides customized experience to the users.

CUSTOMER CHANNELS
IndiaMART reaches its customers with the help of its website and mobile application which also has all the same functionality
of the web portal. It has also used nationwide campaign across radio, internet and print media to enable buyers and suppliers
find and discover right business partners across India and overseas.
CUSTOMER RELATIONSHIPS
IndiaMART has to consider two elements to manage their customer relationships, their relationships to (1) the suppliers and (2)
the buyers. The company provides seamless experience to all the users with dedicated customer care service. Users can contact
them on their phone number, visit any of their 65+ branches across India, write to them on their customer care email ID. They
also have IM Assistant where users can type their query and find relevant information. They also provide safe and secure
transactions to build trust and reliability among the customers. The company also displays success stories of IndiaMART
achievers on its web portal.

REVENUE STREAMS
The company currently earns revenues through:
 the sale of subscription packages. The number of suppliers using paid services increased from 72,000 in FY16 to 96,000
in FY17 and 108,000 in FY18. Of these paying suppliers, 50% subscribe to monthly packages and 15% subscribe to
annual packages.
 lead generation. A total of 156.84 million business enquiries were delivered to IndiaMART suppliers in fiscal 2017 from
its 39.37 million registered buyers, and 289.98 million business enquires were delivered in fiscal 2018 from its 59.81
million registered buyers.
 advertising revenue from our IndiaMART desktop and mobile-optimized platforms and IndiaMART mobile app; and
 revenue from payment facilitation services. A fee of only 1.75% per transaction will be levied on all modes of payments
(including Credit/Debit cards, Net-banking, Wallets, ATM-cum- debit). GST of 18% is also applied to the fees.
The company follows Freemium business model, where it offers certain services to MSMEs for free and charge for the
premium services.

KEY RESOURCES
Since it is an e-commerce listing platform business which caters to B2B, B2C and C2C sales, the main resource of the business
is its platform, its website and mobile application (it gets 72% of total traffic from mobile currently, as compared to 63% in
2017, and 59% in 2016.). They also developed their own robust payment platform (pay.indiamart.com) and payment protection
program. All the sellers and buyers be it SMEs or large enterprises use the platform to list or buy the products and services. It
also has over 65 offices across India and total permanent employee count of 2539.
KEY ACTIVITIES
IndiaMART was founded to provide a chance to SMEs gain more visibility in the market and allow them to access new
markets. It provided them with an alternate sales channel and granted them easier reach to the customers. With 60% market
share of the online B2B Classified space in India, the channel focuses on providing a platform to Small & Medium Enterprises
(SMEs), Large Enterprises as well as individuals. The key activities that IndiaMART perform every day are:
For the buyers-
 It provides a convenient platform for the buyers to connect with the sellers anytime from anywhere.
 It provides the buyers a wider market place with a range of suppliers and products. One stop shop for all your needs.
 Payment protection program- IndiaMART Payment Protection is a free service for buyers which brings to them a secure
and trusted way of buying. By using IndiaMART Payment Protection, buyers know that they will receive exactly the
goods or services they expect before the payment is made to the seller.
For the sellers-
 The platform provides the sellers enhanced visibility in the market.
 Lead management system.
 Instant payment gateway.

KEY PARTNERSHIPS
Suppliers are the key partners in this business model whether they are SMEs or large businesses or individuals. It is based on
buyers and suppliers coming on the same platform to meet their needs. OEMs are also key partners. IndiaMART does not have
their own products so they have to rely on suppliers for product listings. They also have partnerships with ICICI bank to provide
escrow account management system approved by RBI to their suppliers.

COST STRUCTURE
The main cost incurred in this business is in continuously managing and updating the platform. They also have to maintain the
database of products and ensure that it is easily accessible by everyone. The other key activities that represent the biggest cost
are maintaining the proper functionality of the payment gateway and payment protection program and mobile application. As of
March 31 2018, the company had 2,539 permanent employees. Besides that, it also has a total of 2,921 sales and service
representatives spread in multiple cities across India.
 Company Name: Enrolment
NAME: Divya Shikhar IndiaMART DD 18BSPHH01C0392

Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
+ Suppliers + Platform for buyers and For suppliers- To suppliers- +Multi-sided network-
+ OEMs sellers to connect. + Access to global market + Easy listing of products. buyers and suppliers.
+ Investors + Payment protection via website. + Customer care support. + Wholesalers
+ Banks program. + Increase in revenue. + IM Assistant. + Exporters
+ Analytics + Payment gateway + 24X7 visibility of (Automated service) + Importers
+ Media + Lead management system products. To Buyers- + Companies
+ Increased visibility of + Ease of transactions. + Reliability. + Individuals
brands and products. + Increase in brand + Convenience +Manufacturers
+ Escrow accounts awareness. + Customer support via
+ Real time auctions email, telephonic calls or
offices.
Key Resources For buyers- Channels
+ Platform + Access to network of + Website
+ Web Portal (website) suppliers. + Mobile compatible web
+ Mobile app + Rating and feedback of portal.
+ Robust payment platform suppliers. + Mobile application.
+ Customer Database + Customized user + Word of mouth
experience. + Campaign on radio,
+ Security and safety in internet and print media.
transactions.
+ Transparency

Cost Structure Revenue Streams

+ Platform maintenance, design and development. + Freemium model- free subscription to MSMEs. Paid access for
+ Mobile application maintenance premium services.
+ Payment platform + Payment gateway- A fee of only 1.75% per transaction will be levied
+ Web Portal hosting costs on all modes of payments.
+ Employees + Advertisements- Banner ads on mobile app or web portal
+ Subscription- monthly or annual subscription. Supplier using paid
service increased from 96,000 in FY17 and 108,000 in FY18.
+ Lead generation- 289.98 million business enquires were delivered in
fiscal 2018 from its 59.81 million registered buyers.