Case Study Of Flipkart

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Alumni of Indian Institute of Technology, Binny Bansal and Sachin Bansal founded Flipkart in the year 2007 with an investment of Rs.400000. It has grown over the years and can be called as the leader and torchbearer of E-Retail Sector of India. They have seen a growing segment of Indian population who do not have time to shop in a traditional way and wanted to cash upon this opportunity. They launched the website application from their house in a small apartment in Bangalore. They both hold 20 % of the stock now. Flipkart was originally registered as Flipkart Online Services Private Limited. It initially sold only books through its online platform. As it always happens, when somebody questions the status quo and tries to change the way things…show more content…
As the company grows and change in dynamics has to be addressed by investing more to provide services and timely deliveries. This made investors compete to invest in Flipkart. Accel India, Venture Capital fund, invested 1 million US dollars in 2010 and later New York based Tiger Global, a private equity firm invested 10 million US dollars in the year 2011 making it the largest investor in the company. But the growing demand of customers and opportunity to become bigger and better has made them raise 1 billion US dollars from the investors who already partnered with Flipkart along with a new investor GIC, a Singaporean Sovereign Fund. As of now, Flipkart has attracted more than 2.7 billion US dollars in multiple rounds of…show more content…
In the year 2010, Flipkart acquired a social book search tool, WeRead and in the next year, it acquired a digital content management firm, Mime360. Later in the same year, it acquired a Bollywood news website, Chakapak.com, although it was not interested in using the brand name of the company, it wanted to get the ownership of the digital catalogue it had related to thousands of movies and their ratings. In the year 2012, Letsbuy.com, e-retailer which primarily in the selling of electronics, was acquired by Flipkart. Flipkart closed its operations and the traffic of that website was diverted to their web application. And it grabbed the attention of the entire nation when it acquired its fashion rival Myntra for a whopping amount which was not publicly disclosed. Flipkart closed down the web application of Myntra and it is only mobile app based e-retailer now. And it gained significantly by going app only services because of the reduced costs and better service it was able to provide. Flipakart also acquired Appiterate, a start-up which provides marketing platform though mobile, to improve its mobile application and services. It just did not focus on acquiring new start-ups and other ecommerce firms to grow. They also have realised that the innovation plays a vital role in changing the future. Flipkart believes that the investment they make should give them strategic advantage in terms of
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