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FLIPKART

Abhimanyu Gulati
071/2015

INTRODUCTION
Flipkart is an e-commerce company founded in 2007, by Sachin and Binny Bansal
It operates exclusively in India, where it is headquartered in Bangalore,
Karnataka.
It is registered in Singapore, and owned by a Singapore-based holding company.
According to Alexa Internet, Flipkart's website is one of the 10 most visited
websites in India.
Flipkart has launched its own product range under the name "DigiFlip", offering
camera bags, pen-drives, headphones, computer accessories, etc.
Legally, Flipkart is not an Indian company since it is registered in Singapore and
majority of its shareholders are foreigners.
Because foreign companies are not allowed to do multi-brand e-retailing in India,
Flipkart sells goods in India through a company called WS Retail.
Other third-party sellers or companies can also sell goods through the Flipkart
platform.

INTRODUCTION

Morgan Stanley Mutual Fund Trust, a mutual fund investor in Flipkart Ltd marked
down the value of its Flipkart shares to $87.9 per share as of 31 March from $103.97
per share as of 31 December. The December value marked a 27% fall from $142.24
per share in June 2015.
In May 2015 Flipkart was valued at $15 billion, May 2016 flipkart valued at
$9.39 billion.
Flipkart owned Myntra acquired Jabong.com.
The mission of Flipkart is to provide their customers a memorable online shopping
experience.

ORGANIZATIONAL STRUCTURE

Flipkart Online Services Pvt. Ltd. Board Members*


Name

Primary Company

Sachin Bansal

Flipkart Online Services Pvt. Ltd.

Subrata Mitra Ph.D.

Jungle Ventures

Sameer K. Gandhi MBA

Bonobos, Inc.

Aditya Agarwal

Flipkart Online Services Pvt. Ltd.

TOP FIVE SHAREHOLDERSOF THE FLIPKART

Tiger Global Holds 29.5% Stake


Accel partners Holds 11.5% Stake
Binny Bansal Holds 8.7% Stake
Sachin Bansal Holds 8.7% Stake
Intervision Services Holdings Holds 18.4% Stake
Others Holds 23.2% Stake

ENTREPRENEURSHIP
Over the past few years, an increasing number of Flipkart employees have adopted different entrepreneurial paths,
finding launch pads in the company.

Ankit Nagori, previously chief business officer, cofounded fitness startup CureFit this year, Akshay Lal started
crowd

sourcing platform Playment, Arpit Dave co-runs food ordering startup Runnr.

At a time when Flipkart is fending itself against a aggressive player like Amazon India, valuation markdowns and
exits of senior employees while also having to let go of hundreds of employees, this ex 'Flipkart employees,' as the its
former employees-turned-entrepreneurs have come to be known and are offering an online market place.
But on the other side this also means losing some bright minds but as in the case of PayPal, InMobi and
MakeMyTrip that have brewed similar drives toward entrepreneurship, Flipkart gains for its business and culture.
That in turn could potentially attract more smart, young people to the company.

BUSINESS LEVEL STRATEGIES


Flipkart has been mostly marketed by word of mouth advertising.
Customer satisfaction has been their best marketing medium.
Flipkart very wisely used SEO (Search Engine Optimization) and Google Ad-words as the marketing tools to have a
far reach in the online world.
Flipkart.com official Face book page has close to 9 lac likes.
Flipkart launched a series of 3 ads with the tag line - "No Kidding No worries
Kids were used to create the adverts to send out the message - if a kid can do it, you can also do it.
All in all to create a great customer experience.

CORPORATE SOCIAL RESPONSIBILITY


Announced an allowance of Rs 50,000 each for employees looking to adopt children
so that they can use it "towards legal, agency, regulatory costs or any other
expenses".
Flipkart also said that women employees who adopt children younger than 12
months would get the same maternity leave allowed to pregnant women - six months
of paid leave along with four months of flexible working hours.
The initiative was appreciated by Women and child development minister Maneka
Gandhi, "It is a great step forward that Indian couples are being encouraged to
adopt children. I congratulate Flipkart for such a novel CSR (corporate social
responsibility)," she said.

CRITICISM AND REGUL ATORY ACTION


The Government Of India informed the parliament in 2012, that it had asked the
Enforcement Directorate to investigate Flipkart Online Services. In August 2014, the
Enforcement Directorate claimed that it had found Flipkart to be in violation of the
Foreign Exchange Management Act.
In February 2016, Health Minister, J P Nadda, informed that the Maharashtra FDA
had taken action against Flipkart, among others, for selling drugs without valid
license
In January 2016, a public interest litigation came up for hearing which alleges
Flipkart of contravention of foreign investment norms. The court asked the Reserve
Bank of India to provide the latest circular on foreign investment policy.

RECOMMENDATIONS TO FLIPKART

Enter new international markets and neighboring countries which is either un-served or untapped.

strategic alliance with international brands and suppliers i.e. sourcing and routing the international products in the
domestic products &vice versa.

Educate Indian conventional customer by marketing efforts.

Increase bulk selling and reach to student customers by ties with educational institutes for academic curriculum
supplies.

Improve their after sales services.


Internet users are increasing at an increasing rate so flipkart can target more and more cities (tier3&4) which will
help in increasing customer base.
Company should focus on tapping middle class which constitutes upto 40-50% of the population.

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