Unlocking the Value of Used Goods Market

A Case Study by Quikr

About Quikr
Founded in 2008 and headquartered in Bengaluru,
Quikr now operates leading transaction marketplaces
built on top of India’s largest classifieds platform that is
used by over 30 million unique users a month. It is
present in 1200 cities in India and operates several
large classifieds businesses across C2C, Cars,
Education, Homes, Jobs, and Services.

Background
Quikr last year announced the launch of Quikr Assured, an offering that includes all products
and services where Quikr takes the responsibility of completing transactions for its customers.
Quikr Assured brings its various transactional models including co-living, real estate
brokerage, cars & bikes, goods, and beauty & home services, under one umbrella. The Quikr
brand has evolved from just buying and selling to creating more long-term relationships with
consumers.

The company has been following an acquisition-led strategy to enhance its growth and has
acquired over 15 startups. To maintain an edge over competitors, Quikr focuses on engaging
existing users, and not just on acquiring new users by relying on data analytics and data
sciences.

Most recently, Quikr acquired Zefo to further scale its pre-owned goods business. This first
acquisition in Quikr’s pre-owned goods category is in line with its overall strategy of going
deeper in key verticals. The addition of Zefo makes Quikr the dominant leader in the market for
quality-tested, refurbished products in India. As per estimates, the quality-tested pre-owned
products market in India is expected to reach $12-15 billion in the year 2020, clearly showing the
country’s appetite for pre-owned goods.

Case Overview
With natural calamities like global warming haunting the planet, people all over the world are
following the concept of re-using to reduce the amount of waste generated. Re-using is not the
only answer to this problem, but this kind of resource efficiency reduces pressure on the
environment. Countries like Sweden, Denmark, Netherlands, Scotland, and Japan (among
others) are already implementing initiatives that encourage this model.

Every waste has a possibility to create wealth if re-used rightly. True to it, Quikr, a Made in
India business, is a platform that creates appreciation for old stuff. In fact, our business model
has embraced re-using as a concept right from the get-go. We see tens of thousands of people
searching for pre-owned goods and about thousands buying them on our platform on a daily
basis. This shows that Indian consumer's aversion towards anything pre-owned is long gone.
As part of our Quikr Assured offering, we avoid pre-loved good products from going to waste
by refurbishing it, checking for quality assurance and repairing it if/when required prior to
selling it on our platform.

Problem Statements/ Expected Outcomes

 What can be done to encourage more mainstream conversations around the used goods
market space? Recommend strategic efforts that can consider existing economy, policy and
technology.
 What are the key metrics around this space that can be measured with respect to reduction
of waste generated vis-à-vis production of new goods? How can India be educated on the
significance of these metrics?
 How can Quikr leverage on its cross-category advantage as it scales the platform?
 Suggest a go-to-market strategy that Quikr can leverage to unlock direct impact on revenue.

Format
 The case analysis document must be in MS Word/PDF format (.doc/.docx/.pdf)
 Must not exceed 2000 words (excluding exhibits and excel sheets)
 Font Type: Arial/ Calibri with text size of 11

References
 Quikr News
 Quikr: Building an Empire Brick by Brick