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Supplement HBS Case Collection April 2018 Flipkart (B): The Ongoing Battle for India's E-Commerce Market |
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?
Keywords: Market Platforms; Online Technology; Competition; Retail Industry; India;
Gupta, Sunil, Das Narayandas, and Rachna Tahilyani. "Flipkart (B): The Ongoing Battle for India's E-Commerce Market." Harvard Business School Supplement 518-097, April 2018.
