abstract

Over the last two decades, India has witnessed the emergence of many electronic and mobile commerce companies. Few of the prominent ones are Flipkart Pvt. Ltd, Snap Deal, Amazon India, Paytm, Big Basket and the like. The present paper discusses the cases of one prominent mobile commerce companies operating in India i.e. Flipkart Pvt Ltd. The purpose is to identify the strategies utilised by them to ensure quick adoption of their services by the consumers and further connect it to the results of this study, providing a practical support to the findings. The rationale behind the selection of Flipkart Pvt Ltd as the cases to be discussed is the fact that both the companies are of Indian origin capturing majority market share in their respective domain. Flipkart along with its subsidiaries Myntra and Jabong held a major market share of 39.5% in India as of March, 2018. Flipkart which has carved a niche for itself in terms of market share, goodwill and popularity in the online market to the extent that retailers are coming under threat because of its discounts and smooth operations. The ascent of Flipkart to capture the online market in India in just four years, the strategies implemented by it to create online business, its ability to stand out among numerous E-Retail sites. This case study aims to understand the marketing strategy, brand awareness, SWOT analysis, functioning of Flipkart. It aims to predict the future roadmap and also aims to find significant threats to Flipkart in the near future.