Flipkart (B): The Ongoing Battle for India's E-Commerce Market

  • Reference: HBS-518097-E

  • Year: 2016

  • Number of pages: 9

  • Geographic Setting: India

  • Publication Date: Apr 16, 2018

  • Source: HBSP (USA)

  • Type of Document: Case

  • Industry Setting: Online retail

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In 2017, both Flipkart and Amazon claimed leadership position in India's recently concluded key annual festive season sale, but it was too early to declare victory. Amazon continues to invest heavily in India. Competition from newer players is increasing. Media reports hint that Reliance Industries, a large Indian conglomerate, is planning to extend its e-commerce offering beyond fashion to electronics, mobile phones and even groceries. As the battle for India's lucrative e-commerce market gains pace, experts wonder--who will win? Is India a winner-takes-all market or is there space for more than one player?


Marketing Strategy