Flipkart WiRED 2019 | Campus Case Challenge

[Campus Round]
Preserving an entrepreneurial culture in a mature startup (a culture of taking bold bets
without the fear of repercussions)

About Flipkart
Flipkart, which started operations in 2007 by selling books, is today the largest e-commerce player in
India — with approximately 200 million subscribers operating across 80+ major categories. With the
internet base expanding in India, Flipkart is eyeing this opportunity to come up with many new
initiatives to ensure top-of-the-mind brand recall for online shoppers. Customer First is one of the core
values at Flipkart since inception and here are some of the initiatives that the company has
experimented with to increase customer engagement and mindshare​:

2010 Cash-on-Delivery Service

2011 30 Day Replacement Policy

2012 Fashion & Lifestyle Category Launch

2013 Launched Marketplace & Same Day Delivery

2014 The First ‘Big Billion Day’ Sale

2015 Flipkart Lite - Mobile Focus

2016 No Cost EMI

Private Labels & Expanding Categories

2017 (Large Appliances, Furni-sure, Refurbished business)

2018 Grocery, Shopper Audience Platform (tie-up with Hotstar), Flipkart Plus

2019 Buy Now Pay Later, 2Gud, Supermart, Supercoins, Games, Travels

If you want to know more about the innovations by Flipkart visit

https://stories.flipkart.com/category/innovation/
Problem Statement
Your team runs a reputed strategy consulting firm and Flipkart is seeking your inputs on building an
Innovation Strategy for the next wave of Flipkart’s growth as it scales from here.
You are expected to develop a ‘True Path to Sustained Innovation Strategy’ that will enable Flipkart to
continue the culture of innovation for employees and explore/adopt new practices as it scales to higher
manpower growth and a diverse set of employees.
You are expected to -
● Chalk out the strategies and approaches adopted by best companies globally to sustain and grow
innovation @ workplace as part of their DNA as they grow. Detail out how these strategies have
strengthened employee NPS and business growth and the level of investment (Management support
systems -time commitment, leadership sponsorship & dollars etc) that goes in executing these
strategies.
● Develop an Innovation Strategy best suited for Flipkart, keeping in mind, the talent - best in the
industry. The strategy should address the following two objectives : 1. Connect the business strategy
(Tier B and C towns reach, scale to 2x number of active customers, diverse business lines - premium
brands, low ASP selection, refurbished etc) 2.Increase the employee engagement scores on Innovation
in 2020-21.
● Define the metrics (both input and output) that would measure Innovation @Flipkart. Take 2-3 of
your most important/impactful ideas (basis the metrics) and chart out how the idea could take shape
over 1-2 years along with enablers/barriers.

Important Guidelines for the Idea

● Keep context and compatibility of Flipkart in mind while benchmarking best practices with global
companies.
● Implementation timeline should not exceed 1-2 years
● Depth of employee motivation understanding and business depth
● Consumer first and employee champion as the two key pillars to be considered while forming the
strategy
● Feasibility of the solution to be used even with company scaling up in future

Deliverables

● Each team must submit a presentation with maximum number of ​5 content slides
● Supporting information/graphs/data sheets/other aids can be clubbed as annexures
● Any assumptions made in the analysis should be stated along with the analysis
● In the Campus rounds, each team will have exactly ​20 minutes to present​, followed by a
10 minute​ questionnaire round