CHAPTER 1

INDUSTRY PROFILE

1.1 INTRODUCTION

Flipkart is an Indian e-commerce company, headquartered in Bangalore, Karnataka, India,

and incorporated in Singapore as a private limited company. The company initially focused
on online book sales before expanding into other product categories such as consumer
electronics fashion, home essentials, groceries, and lifestyle products. Flipkart has a dominant
position in the apparel segment, bolstered by its acquisition of Myntra & was described as
being "neck & neck" with Amazon in the sale of electronics & mobile phones. Flipkart also
owns Phonepe, a mobile payments service based on the UPI.

1.2 MACRO SCENARIO

Flipkart has started to expand different initiatives to lakhs of Micro Small Medium
Enterprise, small scale sellers, weavers, artisans and handicraft partners to help them for
facing current scenario challenges. By these efforts, it ranges from financial benefits, safety
and health benefits, support through existing seller policies to working capital and insights
provided to these sellers in the market. At the area of waivers, flipkart has excluded the
storage fees, to cure the impact of sellers may have on their inventory, that is fulfilled through
flipkarts fulfilment centers. At the pandemic period, flipkart beared 100 per cent premium of
covid insurance extended to all the sellers, that include their hospitalization and consultation
between rupees 50000 to rupees 3 lakhs. Flipkart has also eased the policies. The company
providing easier access to working capital in order to further assist sellers with their
operational and other capabilities. under this, all sellers impacted by pandemic-related
disruptions will have an option of early settlement or next-day payment without any
incremental cost. Transaction fee for the same also ensured by Flipkart.
Flipkart, being the E-commerce giant that it is in India, has a lot of enthusiastic international
shoppers all over the world. From electronics to kids' toys; Flipkart offers a wide range of
products that the customers would just love to buy. But the problem begins when it comes to
checking them out & shipping them in from India, at an affordable shipping cost.

The retail e-commerce export market in India is estimated to be worth around $2 billion by
2020 (according to an IIFT-FICCI study). Flipkart Global will empower Indian sellers to take
advantage of this great opportunity. Flipkart Global will also be involved in providing
necessary support such as shipping solutions, remittances, market trends and others, to its
sellers.

1.3 MICRO SCENARIO

The organization at first began as a web-based book shop. Then, at that point, the
organization began selling different things like films and cell phones. Presently the
organization offers in excess of 80 million items spread across in excess of 80 classifications.
It has the ability to conveyance 8,000,000 shipments each month.

 September 2021 - Flipkart conducted a programme in order to enhance direct-to-

consumer (D2C) brands through a service free model.
 June 2021- Flipkart made partnership with the Telangana govt to deploy drones to
deliver medical supplies in remote areas and the COVID-19 pandemic.
 October 2021- Flipkart acquired a 7.8% stake in Aditya Birla Fashion and Retail, a
subsidiary of the Aditya Birla Group, for Rs. 1,500 crore (US$ 203.8 million).
 Flipkart partnered with Paytm for its annual Big Billion Days Sale event, offering
customers the convenience of making payments directly through the application
with the bonus of receiving Paytm cashbacks over and above Flipkart discounts.
 Launched smart assistive feature called Flipkart Saathi.
 Launched its online grocery store, ‘Super Mart’, in Mumbai.
 2018- Walmart acquired 77% stake in Flipkart for Rs. 111,824 crores (US$ 16
 billion)

 Launched fund to invest in early-stage start-ups to seed innovation in areas related

to E-commerce ecosystem
 2017-PhonePe crosses 10 million downloads on Google Play store.
 2016-Crossed 100 million registered customers.

1.4 THEORETICAL BACKGROUND

E-Commerce, also known as electronic commerce or internet commerce, refers to the buying
& selling of goods or services using the internet, & the transfer of money & data to execute
these transactions. It is often used to refer to the sale of physical products online, but it can
also describe any kind of commercial transaction that is facilitated through the internet.

E-commerce has evolved to make products easier to discover & purchase through online
retailers & marketplaces. There are different models of it: - B2C, B2B, C2C, C2B etc.

ADVANTAGES

 Faster buying for customers

 Companies can easily reach new customers
 Lower operational costs
 Personalized experiences.

DISADVANTAGES

 Can't touch the product.

 Cannot bargain.
 Hidden costs and shipping charges.
 Lack of interaction.
 CHAPTER 2

COMPANY PROFILE

Type Private, Subsidiary

Industry E-Commerce
Founded 2007
Founder Sachin Bansal, Binny Bansal

Headquarters Bangalore, Karnataka, India

(Operational HQ) Singapore
(Legal domicile)

Area served India

Key people Kalyan Krishnamurthy (CEO)

Services Online shopping

Revenue Rs. 43,615 crores
Owner Walmart (82.1%), Tencent
(5.1%), Tiger global (4.87%),
Binny Bansal (3.25%),
Microsoft (1.46%), QIA
(1.43%), Accel (1.32%), Other
(0.47%)

No. of employees 30,000 (2016)

Parent Walmart
Subsidiaries Myntra, Phonepe, Ekart, Jeeves,
Clear trip
Website www.flipkart.com
Flipkart is an Indian web business association, got comfortable Bangalore, Karnataka, India,
and participated in Singapore as a private confined association. The association at first
revolved around online book bargains before wandering into other thing arrangements like
purchaser contraptions, plan, home essentials, food, and lifestyle things.

2.1 NATURE OF BUSINESS

Being India’s biggest web-based business stage, it works on a B2C plan of action by offering
types of assistance connected with the web-based book shop and a few different items. After
it ventured into different areas and turned into a web-based business organization, Flipkart
moved to a business-to-shopper model. Flipkart's plan of action joins sellers and buyers on its
foundation. As of now, it publicizes altogether from furniture, food, books, gadgets, and more
things. Flipkart has prevailed to increment to the most elevated spots in the online business
industry in India regardless of remaining in contest with notable firms like Amazon.

2.2 OWNERSHIP PATTERN

The above pie chart shows that the entire shareholding pattern of flipkart, it shows the latest
update, highest part of share is with Walmart which is the parent firm of flipkart, and the
lowest part of Share is with UBS.

2.3 AREA OF OPERATION

Flipkart is an Indian web-based business association, got comfortable Bangalore, Karnataka,

India & melded in Singapore as a private limited association. The underlying 20 Flipkart
"experience" stores will be opened across 20 metropolitan regions Bengaluru, Mysore,
Ahmedabad, Delhi, Kolkata, Pune, Vellore, Gurgaon, Vadodara & Surat. They will uphold
just Flipkart clients and not those of its Myntra unit. They will associate with 500-1,000 sq.

2.4 SERVICE PROFILE

 Ecommerce Consulting: Increase your ROI by taking your business online with a
full proof success blueprint by our expert’s team.

 Account Management: We effectively manage your seller account (Amazon,

Flipkart, Meesho & Many More Ecommerce Platforms.

 Cataloguing & Product Listing: Organise catalogues and list products with
variations, relevant content, and targeted keyword advertising on Ecommerce
Platforms.
 Advertising Management: Get your product visible to your target audience &
increase discoverability.
 Account Reinstatement: Reinstate your suspended account with our Amazon
account reinstatement service.
  Digital Marketing: Promote your business on digital platforms (Seo, Smm, Google
Ads, Facebook ads).

 Web Design & Development: Hire us to develop & design a mobile-friendly and
interactive website.

 Trademark Certificate: We help you to get trademark register and all support you
objection clearance.
 Tele calling & Customer Support: They Support with The Service Email
Marketing, WhatsApp Marketing & Telling caller.

VISION: 'To become Amazon of India'.

MISSION: Their mission revolves around 'Providing delightful customer experience'.

GOAL: To increase traffic and boost sales and revenue through integration of Mobile apps,
pay per click and search engine optimization.

2.5 COMPETITIVE PROFILE

Amazon

Amazon is seemingly the world's biggest internet shopping store. It offers a wide cluster of
administrations including on the web retail, customer hardware, interactive media content and
figuring administrations among others. It is positioned as the main web-based retailer in the
US creating an expected net offer of near $140 billion out of 2016.
Snapdeal

Snapdeal is another Indian based web-based business organization that offers online retail
benefits. It was established in 2010 yet has ascended to become one of the greatest e-retailers
in India. It serves countless merchants and customers of various items from various areas all
around the country. It has a more extensive collection of items assessed to be north of 35
million got from in excess of 125,000 retailers and brands, both neighbourhood and global.

Alibaba

Alibaba is another monster organization that offers online trade administrations. It was
established in 1999 as a basic B2B web-based shopping gateway however later developed to
turn into the greatest internet business entrance in Asia offering B2B, C2C, and B2C online
administrations. The absolute income that this organization produced in 2017 monetary is
assessed to be around 158.3 bn RMB, a likeness more than $24 billion.

Myntra
Myntra is a piece of Flipkart however is a contender of the internet-based entry where design
is concerned. Myntra is an Indian-based internet based commercial centre for a wide scope of
style things. It was established in 2007 with the essential point of redoing various kinds of
gift things, particularly that are connected with style. Later on in around three years, Myntra
decided to move concentration and began to sell marked clothes. Amazon entered the Indian
market in mid-2013, and it gave tough opposition to nearby internet-based retailers.

Jabong

Jabong also was bought by Flipkart and is a web-based contender to the design section of
Flipkart. Jabong is additionally an Indian-based organization that gives e-retailing
administrations. It has some expertise in selling design things including footwear, pants,
shirts, dresses and some more. Jabong gives design items to youngsters, men, and ladies
consequently making it simple for customers to do family shopping at the same time. It is an
auxiliary of Flipkart, which obtained it in mid-2016.

2.6 MARKET SHARE

As indicated by Forrester Research, by October 2020, Flipkart had 31.9% portion of the
overall industry - making it the biggest internet-based retailer in India. In the meantime,
Amazon India is somewhat behind in second, with a 31.2% portion of the overall industry.

2.7 AWARDS AND ACHIEVEMENTS

● The Flipkart Rainmaker Award, 2019. The 2GUD team with the Rainmaker Award
for the platform's work towards redefining the refurbished goods market in India.
● Community Service Award.
● Innovation Award.
● Business Excellence Award.
● Value Ambassador Award.
● Sachin Bansal was awarded Entrepreneur of the Year, 2012–2013 from The
Economic Times, a leading Indian economic daily newspaper.
● In September 2015, the two founders entered Forbes' India Rich List, debuting in the
86th position with a net worth of $1.3 billion each.

2.8 ORGANISATION STRUCTURE

 Chief Executive
Officer

Finance Marketing Production

Manager Manager Manager

Accounts Area
Plant
Executive Sales
Manager
Manager

Foreman
Sales Head

Sales
Workers
Executive

 CEO (Kalyan Krishnamurthy): - He is responsible for managing a company’s

overall operations. This may include delegating & directing agendas, driving
profitability, managing company’s organisational structure, strategy, &
communicating with the board.
 Finance Manager (Nadim Mohammed): - He takes care of all the important
financial functions of the organisations. He performs functions like raising of funds,
allocation of funds, profit planning, understanding capital markets.
 Marketing Manager (Gouri Patil): - The person hired to handle marketing
management often aptly titled as marketing manager – oversees strategies &
marketing goals deploy to increase revenue & attract new business.
 CHAPTER 3

KEY FUNCTIONAL AREAS

WAREHOUSING AND DROP SHIPPING

In spite of the way that an e-business needn't bother with the rental or backing of retail space,
it requires you or someone else to store your stock some place. To get everything moving
with e-business, you could have the choice to get by with some additional room that you can
rent continually without denoting an understanding. You may then move to a greater
additional room as you become more productive. Your warehousing attempts ought to
combine demand fulfillment techniques, in which you or your laborers track down things,
pack, and boat them to buyers. To avoid these expenses without a doubt, you could rely upon
reevaluating generally. Rethinking is a business strategy where a reevaluating association
purchases and stores numerous things. Clients like your association show the rethinking
association's thing on their destinations, and they don't actually purchase the thing until
someone truly gets it. Exactly when they do, the client association contacts the drop carrier,
and the drop carrier sends the thing directly to the end buyer. The drawback to rethinking is
that, by adding an extra stage meanwhile, it lessens generally incomes.

MARKETING

E-business marketing unites an assortment of approaches; in any case, the principal objective
of an enormous part of these techniques is to drive site traffic. Irrefutable levels of site traffic
commonly mean big-time salary. To this end, one of the most very much informed ways to
deal with driving webpage traffic is through site smoothing out. Webpage improvement is the
exhibition of building a website with the goal that it demands the computations of notable
web files, taking care of the site on the essential page of the Internet and searching for
expressions. Publicizing is another critical piece of e-business advancement. One of the most
un-troublesome and best methods for advancing an e-business is by using pay-per-click sees
on web search instruments.

CUSTOMER SERVICE

It is one of the really useful components that different upper-level and lower-level e-
organizations. e-business might give client support through phone, live visit or email. Spread
out an arrangement of how to manage issues that might happen, for example, purchasers who
are disappointed with their items and need a discount or who request their items and never get
them. A few organizations give outsider client care help, utilizing experts who can answer
phones and messages and do online visits for their sake.

PAYMENT GATEWAY

The capacity to get installment through the Internet is crucial for an e-business. Pay for trader
account benefits that permit you to straightforwardly get installment from significant Visa
organizations. Additionally, give a button to a particular internet-based installment passage
like PayPal, Pioneer or WorldPay, based.

INFORMATION TECHNOLOGY

As the site is the center of your whole business, you should ensure that it is an appealing and
viable apparatus that conveys a feeling of certainty as a retail facade would for a conventional
business. To guarantee that your site achieves this reason, you really want assistance from
data innovation experts to construct, keep up with and update it.
LOGISTICS

Planned operations the executives are that piece of the production network, which plans,
carries out and controls the proficient, viable forward and invert stream and capacity of
merchandise, benefits and related data between the starting place and the mark of utilization
to meet clients' necessities.
 CHAPTER 4

RESEARCH METHODOLOGY

REVIEW OF LITERATURE

 Dr. Komal Chopra and PrernaBhan (2016), Study of E - Com Retail Models in
India, the E-Com business sector is prospering and balanced for a solid development
in Asia. There are players who made a decent start. Their prosperity relies on upon
their comprehension of the E- Com sector and offerings. This paper gives an outline
without bounds of E-Com in India and talks about the future development verticals in
India's E- Com. It likewise discovers different elements that would be fundamental for
future development of Indian E-Com. A primary survey of consumer purchase
behaviour has also been done. The results reveal that convenience and discount offers
play a very important role in the buying decision of the consumer. The study
concludes that inventory-based model, marketplace model and hybrid model are the
three prominent models that help a retailer sustain in the market.

 Shilpa Arora and Suman Preet Kaur (2015) A Comparative Study of leading
Ecommerce Websites in India. The number of internet users around the world has
been gradually growing and this growth has provided the opportunities for global and
regional ecommerce. This number is expected to touch 39.0 million users by 2015 as
internet penetration increases and ecommerce becomes more secured. The effects of
E-commerce are already seen in all areas. This paper analyses the two emerging
giants of E- commerce Flipkart and Snapdeal. Their current scenario in market and
challenges to them are discussed. We also present the future of these two web portals
in Indian market. It has been concluded from the secondary data collected from
various websites, newspapers that Flipkart has a more command on current e-market
and Snapdeal is growing its business at faster rate to compete Flipkart. Based on
various parameters these two web portals are analysed in this paper.
  Sheeba Praveen and Prof. (Dr.) Devendra Agarwal and Sumaiya faizyab (2015),
Comparative study of Flipkart.com, Snapdeal, E-bay: India’s Leading E-business
Portals. Ecommerce portals are now trending in India. It is growing in every place and
customers are showing interest in using these portals effectively. There are so many
portals which are unique in their features and the design of website. After analysing
the whole model of E-commerce, I found basically three business Models have
evolved over a period of time in this space and each has its own Pros & cons. Rest all
business models are mix and match of any of following 3 models.

 Swapnil V. Mishra and Dr. Shamkant N. Kotkar (2015), A Study on Current

Status of E-Commerce in India: A Comparative Analysis of Flipkart and Amazon,
Ecommerce has reached to doorstep of a common individual in India it can be seen as
a future of commerce. The e-commerce has broken the technological and
geographical barriers over the years and has got huge amount of success which many
economical analyst and experts never predicted and still it has to go a long way ahead
in India. A comparative study of Flipkart.com with one of the close competitors
Amazon.com delivers the information about the success of Flipkart.com in present
Indian market scenario.

STATEMENT OF THE PROBLEM

E-commerce have become part of everyone life and every sector in this electronic era. Each
E-businesses setting its own benchmark in the market performance. This leads for raise of
many electronic business players, where Flipkart is one among others. Adjustment and
adoptability from tradition to e-business is very tedious. Flipkart has taken this challenge
forward and converted this into an opportunity. Even many online players in the market, the
study focus on growth of Flipkart and its success in E-business to set benchmark and leading
paves to other e-business players.

OBJECTIVES OF THE STUDY

  To understand the E-commerce growth in India.
 To evaluate journey of Flipkart towards to E-commerce.
 To examine the strategies and trends adopted by the company to grow as a giant in the
market.
 To formulate suggestions based on the study outcome.

SCOPE OF THE STUDY

The study was conducted on ‘Journey of Flipkart’. This study mainly focusses on how
Flipkart become online bookstore to E-Commerce giant. The effectiveness and innovation
through which its transformation is evaluated.

LIMITATIONS

• The study depends upon only secondary sources of data.

• Limitation of the time was another constraint.

• This study confined to Flipkart; the outcome of the study might not be generalized to
any other e-commerce giants.

RESEARCH METHODOLOGY

Descriptive research - Research work includes data collection and data analysis using by
secondary data.

SOURCES OF DATA

The data was collected by using secondary tools includes:

  Websites
 Textbooks
 Journals
 Articles
 Publication of the company

PLAN OF ANALYSIS

Based on the secondary information collected for the study, the analysis of study will be
highlighted by identifying findings, areas of improvement and discussion to know the
objectives framed are fulfilled.
 Chapter-5

SWOC Analysis

5.1 Strengths: -

● Large Company: Flipkart is India’s largest e-commerce company, with a GMV

(gross merchandise value) of $1 billion.
● Market Share: Flipkart has a market share of 39.5%.
● Financials: Flipkart has annual revenue of 6.1 billion US Dollars.
● Financial Support from Wal-Mart: Flipkart has 77% stake in Wal-Mart a global
retail giant. Whose Prior experience in the E-commerce industry aided the
founders in strategizing and differentiating their business in a highly competitive
market.
● Acquisitions: The Company’s series of acquisitions, including chakpak.com,
weread.com, Letsbuy.co, Mine360, and Myntra, has assisted the company in its
expansion into the E-commerce space by leveraging the capabilities and existing
resources of acquired companies.
● High brand recall: Flipkart has established itself as a renowned E-commerce
company in India through television advertisements, online branding, and its
presence on social media platforms. Brand activities such as the “Big billion day”
have significantly increased the company’s brand recall.
● Own Payment Gateway & Logistics Arm: Having its own Logistics arm is
advantageous. The company has been able to control its expenses through E-kart
and the payment gateway Pay zippy. As a result, the benefits are passed on to the
end users.
● Exclusive and broad product range: Having exclusive rights to launch some
products, such as Motorola Mobiles, Xiaomi Mobiles, Oppo, Vivo, and personal
designers’ segments in the garments category, has helped the company
differentiate and localise its offerings.
 ● Brand Portfolio: Flipkart has built a strong portfolio of brands. The SWOT
analysis of Flipkart clearly confirms this element. This organisation’s brand
portfolio can be extremely useful for them if they want to enter new product lines.
● Launch New Products: Highly regarded when it comes to launching the new
products.
● Good ROI: Flipkart is relatively successful at the execution of new projects and it
generates good profits through its existing business. Company is generating a good
Return on its investments.
● Good Promotional Income: Flipkart charges extra for promoting products of its
seller. This model is always beneficial for the company.
● Large Employee Base: Flipkart has an employee base of 30,000+ employees.
● Good Training and Development Programmes for its Employees: High level
personal skills can be acquired through training and development programmes.
Flipkart is providing continuous training and development of its employees
resulting in an enthusiastic and motivated team.

5.2 Weakness: -

● Limited Distribution: Flipkart has a limited distribution channel reach, despite the
fact that its logistics arm has kept costs low. This is a weakness for the company,
as it has limited reach. Because of the use of outsourcing, global giants such as
Amazon and eBay are able to deliver their products to any location in the country.
Flipkart, on the other hand, is still struggling in this area.
● Cost of Acquisition: Because Flipkart acquires a large number of customers
through online advertising, the cost of acquisition is high due to stiff competition
in the market and low customer retention. According to Flipkart data, the company
spends R.s 400/- on average to acquire a new customer.
● Buyers hold the power: Because this industry is flooded with a large number of
players, buyers have a large number of options from which to choose. Customers
save money on switching costs because they can easily switch from one online
retail company to another. The same products will be displayed across multiple
online retail websites. Product differentiation is almost non-existent, so the battle is
fought solely on the basis of price.
5.3 Opportunity: -

● Business expansion: By focusing on other emerging markets, a company can

increase its revenues while also benefiting from economies of scale.
● Expanding product categories: This will increase their customer base while
decreasing the cost of acquisition and customer switch.
● The changing mentality of Indian customers: As an increasing number of
customers become more comfortable with online shopping, as well as an increase
in the number of Internet users in India, there is tremendous opportunity in this
industry.
● Supply chain: By optimising their supply chain, they can compete with the other
players and manage the sales that are lost as a result of not being able to make the
product available due to delivery constraints.
● Establishing operations in other developing economies: Similar to Amazon,
Flipkart can gradually begin to expand its operations outside of India and establish
operations in other countries as well, which will aid in the growth of its revenues.
● Consumer Behaviour: The new trends in consumer behaviour will open up new
opportunities for Flipkart. This has given a great opportunity for the organisation
to expand revenue streams and to diversify into new product categories.

5.4 Challenges: -

● Intense Competition: There is fierce competition from global players such as

Amazon and eBay, as well as local players such as Snapdeal, Tolexo, and Shop
clues, who are constantly attempting to take market share away from one another.
● Government Regulations: The government’s regulations on issues such as foreign
direct investment (FDI) in multi-brand retail have posed a significant barrier to the
growth of the E-commerce industry in India.
 CHAPTER-6

Discussion

 E-Commerce Growth in India: -

E-commerce has transformed the way businesses is done in India. The Indian e-commerce
market is expected to grow to US$111.40 billion by 2025 from US$46.2 billion as of 2020.
By 2030, it is expected to reach US$350 billion. By 2021, total e-commerce sales are
expected to reach US$67-84 billion from the US$52.57 billion recorded in 2020.
The rise in e-commerce has boosted electronic payments in India. While Indian consumers
were comfortable buying non-essential products such as clothes & electronics even before the
pandemic, they are now also comfortable buying essential products such as groceries.
Increasing growth in the e-commerce industry is attributed to a no. of reasons. Digitizing the
economy & providing cheap internet to the people are a few of many reasons that boosted the
growth of digital sales in India. In 2018, the e-commerce sales across India were estimated to
increase by 25%. The growth rate, however, was predicted to observe a slight dip in 2022.
Consequently, the revenue-generating potential has also increased.

The pandemic-induced lockdown & movement curbs marked an inflection point for e-
commerce in India, pushing demand to record highs, nudging new buyers as well as sellers
onto digital platforms & holding out the promise of lasting growth for players. India’s e-
commerce industry will grow 84% to $111 billion by 2024 as it gains from demand created
by the coronavirus pandemic’s impact. Market will be driven by mobile shopping, projecting
it to grow 21% annually over the next four years. Electronic products & appliances that made
in-home living comfortably too, recorded an all-time high. In fact, demand jumped so sharply
that India registered GDP growth after just two-quarters of negative growth-an impressive
feat for a country that had been lockdown for months. Demand again peaked during the
festive season & remained high till march 2021. This is why the govt’s GST collection hits
Rs.1 lakh crore for several months.

 Journey of Flipkart: -

2007: - Binny & Sachin founded flipkart, an e-commerce start-up. Customer’s appreciated
flipkart’s assurance & trust element. The company expanded its rapid service & delivery
became the company’s hallmark as word spread in a positive tone. The business grew, & the
e-commerce site established itself as India’s leading platform.

2008: - The online venture had initially begun as an online bookstore but as the firm’s fame
escalated, it grew & expanded its activities. The platform started selling a variety of other
products like music, mobile phones as well as movies. With e-commerce gradually
revolutionising the world of retail & garnering its momentum in India. Flipkart expanded at a
rapid pace steadily supplementing various new item categories in its collection. Presently, the
company facilitates over 80 million plus products across the range of over 80 categories from
mobile phones & accessories, computers, laptops, books & e-books, home appliances,
electronic goods, clothes & accessories, sports & fitness, baby care, games & toys, jewellery,
footwear & so on.

2009: -The company’s exponential growth attracted many venture capitals. Accel partners
invested $1 million & became the first venture capital firm to invest in the company. This
investment helped Flipkart to expand itself by opening offices in Delhi & Mumbai & also
increasing the employees to one-fifty.

2010: - Flipkart understood the predominance of cash in the Indian Consumer’s life, keeping
this in mind it introduced Cash on Delivery as a payment option where the consumer would
pay for the order upon his/her doorstep.

2011-2019: - Company continued its growth & expanded further, penetrating into multiple
market categories like Cameras, Computer, Laptop, Personal care etc. It expanded its network
& started to deliver in 600 cities pan in India.

2020: - As per Walmart, Flipkart registered a record no. of monthly active customers. In
order to ascertain prompt delivery to its user base, the firm presently contracts over 1 million
square feet of space in various areas which include Mumbai, Hyderabad, Bengaluru,
Lucknow, Ahmedabad etc. The largest revolutionary moment for Flipkart was definitely
when it was acquired by Walmart. The platform has witnessed a massive degree of growth &
advancement from the time it was started in 2007, prompting the emergence of various start-
ups in the country. The platform has been able to enhance its product categories from the sole
category of books to millions of items with a variety of sections. This has played an integral
role in strengthening the belief of foreign & national investors in Indian start-ups.

Present: - As per recent news, Flipkart will acquire Walmart’s Indian cash & carry wholesale
business as the e-commerce firm focuses on enhancing its offerings for mom & pop stores.
Recently the company has started a hyperlocal 90-minute delivery service termed Flipkart
Quick in Bengaluru across categories including grocery, mobiles, electronics & home
accessories. Through this launch, the firm has ventured into items like fresh fruits &
vegetables as well as meats & milk on its platform. The platform has also invested in the
fresh produce supply chain firm, Ninja cart & other local vendors with the goal of building a
supportive ecosystem. It also roped in logistics firm Shadow fax to build last-mile support for
Flipkart Quick.

 Strategies & trends adopted by Company: -

 Flipkart’s leading marketing strategy focuses on every single touch point their
customers are present at. It uses the majority of its budget on various digital channels
involving both paid & organic marketing. Moreover, since India has recently
experienced digital transformation, the efforts of flipkart are paying off.
 Flipkart also invests heavily in star power and influencer marketing. India loves
Bollywood and Flipkart uses this to sell and raise awareness about their products.
Ranbir Kapoor, Alia Bhatt, Amitabh Bachchan and Shraddha Kapoor have all been
prominently featured in Flipkart TV ads and in their online campaigns. This shows
that Flipkart not only has deep pockets, but also has an eye on the pulse of the
market.
 In recent years, Flipkart has increased its budget spend on digital marketing
considerably. Earlier, they were spending crores in multichannel marketing
campaigns that resulted in a large amount of cash burn. Since Kalyan
Krishnamurthy took over Flipkart in 2017, there has been a large-scale revamp of its
marketing strategy - it’s become leaner and heavily based on digital, which has
worked out well for them. A study published in Live mint in 2017 outlines the very
beginning of the transformation wherein potential customers showed a greater
awareness of Flipkart’s Big Billion Day sale as compared to other retailers.
 In addition to marketing campaigns, Flipkart also uses its digital channels
extensively to provide customers with the best experience possible with their
platform. Customers voice concerns and complaints on Flipkart’s social media
channels and this is dealt with quickly and efficiently. Of course, this investment in
digital channels hasn’t stopped Flipkart from working with celebrities and
influencers extensively. Flipkart relies heavily on influencer marketing and
influencers to spread the word about their campaigns.
  The best part about this is that the message can be utilized both online and offline -
making way for them to use it both for TV spots/billboards, as well as advertising
online.

CHAPTER-7

Findings & Conclusion

7.1 Findings: -

 Company’s nature of business is B2C i.e., Business to Consumer through which it

publicises its products in the market.
 Its key functional area payment gateway which includes e-payment through
technology thus, makes the customer easily accessible to the product.
 It has big competitors like amazon, Snapdeal etc.
 Market share of the company is 31.9%.
 Company’s biggest strength is that it is considered as biggest e-commerce company
with GMV $1 billion.
 The services like catalogue management, advertising management which are provided
by the company helps it in acquisition of customers & attract potential customers also.
 It lacks of outsourcing technique because of which it is having limited reach regarding
distribution.
 Walmart is having more than 50% ownership in the company.
 Due to Covid e-commerce industry faced lot of problems but eventually because of
technology industry was in growth stage.
 Company introduced incremental changes every year to attract more customers.
7.2 Conclusion: -

It can be concluded that the company has its own working environment in which it functions.
The project has given me an exposure to the activities of all the active units of the industry.
However, the situation isn’t as grim as it looks. Flipkart’s magical Bansal touch may have
vanished, but its collective expertise & experience to deal with the Indian audience are as-is.
Flipkart’s tackling of covid-19 & quick solution in offering essentials to the cities is
commendable. Though, the e-retailer should consider grasping its market share by winning
the trust of its customers rather than the money. Influencer marketing & star power are huge
in India- Flipkart understands this & is not shy about using this channel in order to garner
traffic & views. Customer really is king. Their offers are always really great & their hugely
successful Big Billion Day is testament to this fact. If customers-still largely traditional when
it comes to buying clothing online-are happy to stop going to stores & order online & in same
cases even pay in advance.

A credible rival can do wonders to an enterprise & Flipkart is no different. The entry of
Amazon in India has enabled Flipkart develop a lot in-house innovation & organically
developed best practices- that have now become the industry standard. Flipkart began
operations on the consignment model, goods were procured from suppliers on demand, based
on the orders received through the website. Later, the books-to-electronics e-shop adopted the
warehouse model. The company had its own warehouses & maintained its own inventory.
However, in July 2013, Flipkart launched its model of marketplace just one month after
Amazon launched its marketplace in India. It introduced payments brand Pay Zippy for
online merchants & customers seeking fast, hassle-free & safe payment options. Some 70%
of its shipments are done by its own logistics company & about half of deliveries are on a
cash-on-delivery basis. It has recently introduced the next day guarantee delivery service &
shopping from its own mobile application. Lastly, Flipkart has very clearly prioritized
customer delight as its chief avenue for customer acquisition & retention.
 CHAPTER-8

Suggestions

 Product listing ads: - Company need to drive higher traffic towards the products. The
more clicks the products get, the higher the profitability of them getting sold. Therefore, it
increases the visibility of the products & helps the company to reach a larger customer
base.
 Participate in spike sales: - By participating in this company can attract maximum no. of
buyers & drives huge traffic to the website as well as through the mobile app.
 Good Packaging: - Company must pack the products with good packing material which
minimizes the chances of transit-damage. It will reflect quality service & increases buyer’s
trust in the brand.
 Better cataloguing: - Having a well-crafted catalog with a crisp description of the
products is crucial to convert the traffic on the products into sales.
 Stick to the rules: - Flipkart should stick to the selling policies & business practices to
increase buyer’s trust & help to get better ratings & reviews.
 Stock up inventory: - Company should always have a sufficient stock of items &
different variants of the products to fulfill orders faster.
 Delivery on time: - Company should keep products ready for delivery & mark them RTD
(Ready to Dispatch) on time to help the logistics partner deliver the products in the
quickest time possible.
 BIBLIOGRAPHY

 https://www.flipkart.com/
 https://en.wikipedia.org/wiki/Flipkart
 https://www.analyticssteps.com/blogs/success-story-flipkart
 https://www.flipkart.com/business-books/ecommerce/
 https://indianexpress.com/about/flipkart/