CHAPTER 1

6
 1. INTRODUCTION

Generally speaking the trend of e-commerce has been increased rapidly in the
recent years with the development of internet and due to the easy accessibility
of internet usage. Easy access to internet has driven consumers to shop online.
In fact, according to the University of California, Los Angeles communication
policy (2001), online shopping is third most popular activity on the internet
after email using and web browsing. Globally more than 627 million people
have done online shopping so far. World’s biggest online shoppers include
Germans and British. Books, airline tickets/reservations, clothing/shoes
videos/games and other electronic products are the most popular items
purchased on the internet. (ACNielsen Report on Global Consumer Attitudes
towards Online Shopping, 2007).

Through electronic marketing and internet communication, business

firms are coordinating different marketing activities such as market research,
product development, inform customers about product features, promotion,
customer services, customer feedback and so on. Online shopping is used as a
medium for communication and electronic commerce, it is to increase or
improve in value, quality and attractiveness of delivering customer benefits and
better satisfaction. that is why online shopping is more convent and day by day
increasing its popularity.

Not only benefits but also risk is associated with online shopping.
Generally speaking internet users avert online shopping because of credit-card
fraud, lack of privacy, non-delivery risk, lack of guarantee of quality of goods
and services. Concerned authorities are devising policies to minimize the risk
involved in e-business.

In Liao and Cheung (2000) words:”Fraud- free electronic

shopping” was introduced by UK in the early 1995 and after two years Europe
and Singapore introduced secured electronic transaction (SET).
On the other hand E- commerce has grown very fast because of many
advantages associated with buying on internet because of lower transaction and
search cost as compared to other types of shopping. Through online shopping
consumers can buy faster, more alternatives and can order product and services
with comparative lowest price. (Cuneyt and Gautam 2004). Therefore

7
Marketers have carefully analyzed the consumers’ attitude and behaviour
towards the online shopping and spend billions of dollars to facilitate all the
demographics of online shoppers.

Consumers attitude towards online shopping

refers to their psychological state in terms of making purchases over the
Internet. Online buying behaviour process refers to the products purchased
online. The process of online buying behaviour consists of five steps and it is
similar to traditional shopping behaviour (Liang and Lai 2000). For instance,
consumer recognize the need for buying some product (book), they refers to the
internet to buy online and start to search for the information and look for all the
alternatives and finally make a purchase which best fits to their needs. Before
making final purchase consumers are bombarded by several factors which
limits or influence consumers for the final decision.

The main theme of the study is to know the factors that influence the
consumers’ attitudes and behaviours towards online shopping. Researchers will
also focus on how consumers form such attitudes with the help of models and
who are truly the online shoppers. According to the online survey within few
American students, Case, Burns, and Dick, (2001, p.873) concluded that
“Internet knowledge, income, and education level are especially powerful
predictors of Internet purchases among university Students”.

Our problem area that is

Consumers attitude towards online shopping will determine the attractive
factors that influence consumers to shop online and those factors will help
marketers to formulate their strategies towards online marketing respectively.
As our area of research will be on Sweden and specifically on Gotland so our
research thesis will not only be helpful for the marketers in general but
specifically will be helpful for the marketers in Sweden. Researchers will
precede this work with primary data which will help them in covering the
subject area in more diversified way.

“An increasing number and variety of firms and organizations are exploiting
and creating.

8
 Business opportunities on the Internet”, Liao and Cheung
(2000:299).
Above mention statistics indicate the rapid growth in the field of virtual
shopping. With this emerging field of shopping the interest of marketers is also
increasing in studying what actually motivates consumers to shop online. Fierce
competitions among online sellers have forced them to gain the competitive
edge in the field of virtual shopping.

Customers use the Internet not only to buy the product

online, but also to compare prices, product features and after sale service
facilities they will receive if they purchase the product from a particular store.
Many experts are optimistic about the prospect of online business.

In addition to the
tremendous potential of the E-commerce market, the Internet provides a unique
opportunity for companies to more efficiently reach existing and potential
customers. Although most of the revenue of online transactions comes from
business-to-business commerce, the practitioners of business-to-consumer
commerce should not lose confidence.

It has been more than a decade

since
business-to-consumer E-commerce first evolved. Scholars and practitioners of
electronic commerce constantly strive to gain an improved insight into
consumer behaviour in cyberspace. Along with the development of E-retailing,
researchers continue to explain E-consumers’ behaviour from different
perspectives. Many of their studies have posited new emergent factors or
assumptions that are based on the traditional models of consumer behaviour,
and then examine their validity in the Internet context
1.2 OBJECTIVES TO STUDY:-

The objective of this study is to synthesize the representative existing literature

on consumer online shopping attitudes and behaviour based on an analytical

literature review. In doing so, this study attempts to provide a comprehensive

9
picture of the status of this subfield and point out limitations and areas for

future research. The purpose of this research study is to investigate online

consumer behaviour, which in turn provides E-marketers with a constructional

framework for finetuning their E-businesses’ strategies. The specific objectives

of this research are:

To study the e-shopping in detailed manner.

To understand the factors which will influence the purchase intention in

online shopping.

To study the customer’s level of satisfaction with regard to online

shopping.

To understand the perception of consumer of Flipkart.

To examine whether customers prefer online shopping to physical stores.

1.3 NEED OF THE STUDY

The need of this research is to identify and get insight into what main factors
the online consumer takes into consideration when most he buy products on
internet what affects their shopping behaviour, basic need of this research is to
find out what are the main factors affect the online consumer when considering
and making a purchase over Internet

1.4 SCOPE OF THE STUDY:

1 The Study was conducted among the Internet users.

2 The Geographical area covered was Rajahmundry, Andhrapradesh

3 The Study was based on a Schedule of Questions.

10
1.5 METHODOLOGY OF THE STUDY

Mode : Survey method

Tool : Questionnaire

Population : Users of flipkart, Online shopping website

Sample size : 50

Study area : Rajamahendravaram

1.6 LIMITATIONS OF THE STUDY

The duration course of the study is low

The scope of the study is only consumers of Rajamahendravaram

We are concise to particular segment of customers only

11
 CHAPTER -2
Industry and Company
profile
Industry
FLIPKART

India has a web client’s base of around 450 million starting at July 2017, 40% of the populace.

Notwithstanding being the second-biggest user base in world, just behind China (650 million, 48%

of populace), the infiltration of web based business is low contrasted with business sectors like the

United States (266 million, 84%), or France (54 M, 81%), yet is developing at an exceptional rate,

including around 6 million new contestants consistently. The business accord is that development

is at an affectation point.

In India, money down is the most favoured instalment strategy, collecting 75% of the e-retail

exercises. Interest for worldwide purchaser items (counting long-tail things) is developing

substantially quicker than in-nation supply from approved merchants and online business

offerings.

In 2015, the biggest web based business organizations in India were Flipkart, Snap deal, Amazon

India, and Paytm

Evolution of Flipkart in India

In the course of the most recent two decades, rising web furthermore, cell phone infiltration has

changed the way we impart and do business. Web based business is moderately a novel idea. It

is, at exhibit, intensely inclining on the web and cell phone insurgency to on a very basic level

change the way organizations achieve their clients.

While in nations, for example, the US and China, web based business has taken critical steps to

accomplish offers of more than 150 billion USD in income, the industry in India is, still at its
earliest stages. However finished the previous couple of years, the segment have developed by

very nearly 35% CAGR from 3.8 billion USD in 2009 to an expected 12.6 billion USD in 2013.

Industry thinks about by IAMA I demonstrate that online travel overwhelms the internet business

industry with an expected 70% of the piece of the overall industry. In any case, e-retail in both its

structures; online retail and commercial centre, has turned into the quickest developing fragment,

expanding its offer from 10% of every 2009 to an expected 18% out of 2013 . Figuring’s in light

of industry benchmarks appraise that the quantity of package registration in online business entries

surpassed 100 million out of 2013. Be that as it may, this offer speaks to a miniscule extent (less

than 1%) of India's aggregate retail advertise, in any case, is balanced for proceeded with

development in the coming years. On the off chance that this hearty development proceeds

throughout the following couple of years, the size of the e-retail industry is ready to be 10 to 20

billion USD by 2017-2020. This development is required to be driven by expanded shopper drove

buys in durables and gadgets, clothes and frill, other than customary items, for example, books and

sound visuals.

Trends to watch out for

• Evolution of logistics scene in the nation will be a critical factor in deciding the course for the e-

retailing industry. Logistics development will be important to figure it out the potential vigorous

development.

• Despite an immense potential, long-term gainfulness of the e-retailing industry in the nation is

still under question. After such a significant number of years of operations, all the real e-retailers

are yet to begin making benefits. In the wake of skinny edges and problematic framework
coming about in higher conveyance cost, the long haul productivity still appears an inaccessible

probability.

• FDI in the stock drove retail will likewise be a vital factor in molding up the eventual fate of the

business. In the current situation, worldwide e-retailing goliaths like Rakuten and Alibaba are

looking at a section into Indian e-retail advertise. Amazon has as of late reported a 2 billion USD

venture working on commercial centre model. FDI remittance could be an essential factor in

pulling in noteworthy speculations bringing about better framework and vigorous supply chains.

• Evolution of tax collection approaches in the nation will large impact the way enterprises work

on warehousing. With consistency in tax collection laws the nation over, e-retailers are relied upon

to draw nearer to utilization focuses with a mean to address the deceptions in the logistics
chain by evacuating the covers in type of conveyance and sortation focuses which are generally

nearer to the utilization focuses. It will likewise result in continuous access to the e-retailing market.

In a current case, a south Indian state had sent an assessment notice to e-retailers bringing about all

e-retailers pulling back administrations in the specific state on account of varying assess

arrangements.

• The advancement of the current logistics suppliers and more players entering the 3PL space

will bring about acknowledgment of the gigantic capability of the e-retailing industry. Major 3PL

players (for example, FedEx, DHL, UPS, Gati, and so on) should outfit to the expanding requests

of the e-retailing industry in this way helping in justification of conveyance costs and give much

required harmony between utilizing hostage logistics organize and 3PLs. To take the opportunity

and help the e-retailing industry to overcome infrastructural bottlenecks, restoration of the Indian

Postal Service can be an amusement changer. Teaming up the solid last-mile capacity with

mechanical up gradation will facilitate the reliance on alternate methods of transportation.

Subsequent to taking an all-encompassing perspective of the industry patterns, internet business

is balanced for an energizing time of detonating development in a time of three to five years. This

is relied upon to prompt generous interests in supporting foundation what's more, imaginative and

amusement evolving plans of action.

Company profile
 FLIPKART

Established in October 2007, Flipkart is one of India's driving internet business commercial

centres, with home office in Bengaluru. Flipkart was established by Sachin Bansal and Binny

Bansal and the organization at first began as an online book shop. Afterward, as the organization's

notoriety developed, it additionally began offering different things, for example, music, movies

and mobile phones. As the internet business upset picked up energy in India, Flipkart developed

at a quickened pace and included a few new item runs in its portfolio. Starting at now, the

organization offers in excess of 80 million items spread crosswise over in excess of 80

classifications, for example, mobile phones & accessories, computers and accessories, laptops,

books and e-books, home appliances, electronic goods, clothes and accessories, sports and fitness,

baby care, games and toys, jewellery, footwear, etc.

Flipkart has 100 million registered users and more than 100 thousand sellers on its e-commerce

platform. The company has invested in 21 state-of-the-art warehouses to ensure prompt delivery

to its customers. The Flipkart website attracts 10 million page hits every day and around 8 million

shipments are processed every month. Flipkart has also introduced its mobile app, which has

become quite popular, with more than 50 million app users. Flipkart is a billion dollar
company and its valuation in 2016 was Rs 15,129 crore (US$2.3 billion). It employs more than

33,000 people.

Mission and Core Values

Mission – “ Providing delightful and memorable customer experience ”.

Core values – Customer First, Audacity, Ownership, Bias for Action and Respect.

Competition

With Snapdeal in its kitty, Flipkart now has only one major competitor Amazon India. However,

having only one is enough since Amazon is betting big on India’s e-commerce revolution and has

committed $5 billion investments in Amazon India. The company has already received $2 billion

in funding and $3 billion more are planned. Amazon India has been consistently expanding its

customer base, which has resulted in tough competition for Flipkart.

SWOT Analysis

Strengths: Weaknesses:

Strong Brand value Investor driven organization Or lack of

Independent board
Own Logistics Arm e kart
Secretive and Political Culture.
Own Online payment gateway solution
Excessive focus on expanding customer
Payzippy
✓ Own Marketplace model base rather than pulling profits

Opportunities: Threats:

✓ Online fashion and apparel business ✓ 1. From competitors like Amazon,

Snapdeal, Infibeam,Indiaplaza,
✓ Providing logistics services to its
Homeshop18 etc.
competitors.

✓ Growth in online retail sector in India

Reasons for Strengths

✓ Flipkart is a company which has entered into online E-Commerce industry very early. It has
strong brand value in India.

✓ Flipkart has developed its own logistics arm E-Kart, which has been initially used for in- house
deliveries.

✓ Recently, it has developed its own payment gateway solution provider, where customers can
save their credit card details, Payzippy.

✓ Flipkart has its own marketplace model where sellers need to register in this platform and

buyers can negotiate with the sellers on varied service levels and it also helps company to

reduce its own inventory. Flipkart will just deliver those products.

Reasons for Weaknesses

 Most of the money has been invested by Venture firms like Tiger global and Accel Partners.

SO, most of the decisions that are taken by founders of firm have to been approved by Investors.

 Secretive and political culture is followed in this company while they are recruiting hires which

is creating problems in this company.

 Flipkart is excessively focusing on expanding customer base rather than pulling profits in the

process having cash burn.

 Opportunities

 Flipkart can venture into online apparel and fashion business, where the gross margins are

higher.

 Flipkart can offer its logistics services to its competitors in online retail sector with its

logistics arm E-kart. With online commerce sector going to boom in the coming years,

online transactions are going to increase. So, if Flipkart offers its logistics services to its competitors,

it can gain money from those transactions

Threats

 Flipkart is facing a lot of competition from some of the online retailers like Amazon,Snapdeal,

Indiaplaza, Homeshop1
 1. Strategy

Segmentation, targeting, positioning in the Marketing strategy of Flipkart



 Behavioral & Psychographic are the segmentation strategies used by Flipkart to segment the

market to cater to the customers changing needs & wants.

 Flipkart uses undifferentiated targeting strategy, since people of all demography purchase

items online which is available to everyone where the delivery is possible.

Competitive advantage in the Marketing strategy of Flipkart

 They have acquired companies like Myntra, Jabong, Appiterate, Letsbuy, Mine360,

chakpak.com, weread and the latest one PhonePe.

 Founders are Ex-Amazon employee.

 Flipkart had received $700M of funding last year after which its valuation gone to $15

billion.

 Leader in Mobile purchase segment and small appliances segment

FDI power and its effect on Strategy

 In India most of the companies are facing issue of government regulations where only 26%

FDI was allowed earlier which is now increased to 100% in recent budget of FY16- 17.

 Externally, the competition is dynamic as Amazon, Flipkart and Snapdeal are always at

loggerheads.

2. Structure

There are top five shareholders of the Flipkart, the list is as follows:

 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

3. Systems
 4. Shared Values

Its called "superordinate goals" when the model was first developed, these are the core values of

the company that are evidenced in the corporate culture and the general work ethics– Customer

First, Audacity, Ownership, Bias for Action and Respect.

The mission and values of the organization, we can infer that they are in sync with each other. For

example, its mission statement reads out that “Providing delightful and memorable customer

experience.” So, until and unless you are concerned about your customers or obsessed with your

customers, you can’t provide delightful experience.

 5. Style

 Flipkart is in a very strong leadership position with over 60% market share of the m-

commerce market, 50 million customers and clear leadership in smartphones and fashion.

 To build world-class customer experience, expand our supply chain infrastructure to reach all

parts of India, drive innovations in mobile commerce and bring in disruptive technologies.

 To spread the benefits of e-commerce across the length and breadth of India.
 To build world-class customer experience, expand our supply chain infrastructure to reach all

parts of India, drive innovations in mobile commerce and bring in disruptive technologies.

 To spread the benefits of e-commerce across the length and breadth of India.

6. Staff

 Flipkart have 30,000 employees

 Flipkart have main strength is their staffs.

 They have diverse staffs and well skilled staffs.

 Staffs are very much oriented towards the company Vision and Mission.

 Delivery Boys are very motivated and goal oriented

 Customer support team are more customer service oriented.

 Staffs are very much capable to build the system for handling the large scale of products and

customers.

7. Skills

 The actual skills and competencies of the employees working for the company.
 employees may need to take time off work or go on light duty restrictions as they recover, which

impedes productivity and hurts company culture.

• Rejected loads: When a retailer or distributor rejects a load of product, employees must return

the truck to the warehouse, repack it and send it out again, resulting in damaged inventory, higher

transportation costs, and wasted working hours. When rejected goods have short shelf lives, as in

dairy and produce deliveries, the entire load is often lost.

• Conveyance: The more frequently inventory is handled, the higher the risk of product damage.

Moving inventory around the warehouse due to space issues or poor planning also wastes working

hours, lowering the productivity of the warehouse as a result.

Kaizen methods examine these problems, starting by scrutinizing the process that caused the

issue. In many cases, it’s possible that a single step in the process is contributing to multiple

problems. By changing that one factor, many inefficiencies can be reduced or eliminated.

Flipkart – Fulfillment Centre (FC)

Flipkart has been the torch bearer in e-commerce supply chain in India. With its own Supply Chain

design and operation division, Flipkart’s agenda is to establish the standards in e- commerce supply

chain which would go on to become proven best practices for others in the industry to follow. The

warehouse which is better known as a Fulfilment Centre in ecommerce parlance stands at the heart

of its supply chain as this is a B2C industry while warehouses typically connect a B2B type of

customer pool. The responsiveness, robustness, efficiency and thus the customer experience

depend directly on the warehousing excellence displayed by an e- commerce entity.

Flipkart’s supply chain & logistics entity Ekart has grown multi fold over the past 10 years to

become India’s largest logistics & supply chain company delivering ~10mn shipments monthly
across a reach of 6950+ Pin Codes guaranteeing same day delivery in ~320 pin code and next

day delivery in ~1325 pin code. Currently we have 1 Million Products registered in our platform

Design and deployment of a warehousing done in the form of a 2-tier system where the Deep

Reserve systematically feeds the Forward Reserve which helps ensure a highly responsive and

reflexive supply chain while simultaneously staying lean on inventory and thus working capital.

State of the art automation such as cross-belt sorters and profilers shows the future readiness of

Flipkart’s warehousing system. Over the years Flipkart Warehouse operation has evolved to

achieve efficiency & control and mastered in handling complex environment at a very high scale.

Currently we have total 12 Non-Large FC, PAN India in which 6 are managed by 3pl partner and

6 bigger facilities is managed by own.

Our Vision: - "To be customer centric, technology driven, best-in-class Fulfillment Centre

enabling industry growth".

EXCLUSIVE PRODUCTS
The Big Billion Days 2021 draws to a close, India has witnessed renewed growth for sellers, kiranas and

MSMEs. The consumer response has demonstrated the growing adoption of e-commerce, driven by

purchases of a wide range of products, increased convenience and user-friendly technology, and financial

constructs. The 2021 editon of The Big Billion Days drove robust growth opportunities for sellers and

MSMEs, and enabled better income and livelihoods for Flipkart’s Wishmasters and supply chain partners,

including Kiranas.

With 1.3 times the number of transacting sellers this year, consisting of MSMEs, artisans, weavers, and

craftsmen, more than 10% of them witnessed a 3X growth in sales this year. There were more than 55%

new sellers this TBBD, with 57% hailing from Tier-2, Tier-3, and smaller cities and towns such as Jaipur,

Surat, Howrah, Tirupur and Panipat, among others.

There was a significant increase in customer satisfaction with same day deliveries across thousands of

pincodes. In a significant effort to augment their income, Flipkart aims to make over 30 million deliveries

through kirana delivery partners this festive season.

During the Big Billion Days 2020, from Flipkart Samarth witnessed a growth of 6X compared to TBBD

2020. The Samarth initiative, initiated in 2019, aims to uplift and embrace India’s artisans, weavers and

micro-enterprises into the e-commerce fold. The most popular Samarath products were from categories

like Home Decor (showpieces), Natural Beauty products (shampoos, moisturisers), and Women

Ethnicwear (sarees).

Key takeaways
 • The most popular purchases over the course of the Big Billion Days so far, are across lifestyle,

electronics, books and general merchandise, home and mobiles

• The number of premium smartphones sold during the Big Billion Days has doubled from TBBD

2020. From this, 41.78% of premium smartphones were purchased by customers in Tier 3 cities.

Every 1 in 5 smartphones sold this TBBD was 5G-enabled.

• Customers purchased lifestyle products from over 44,000 unique brands this TBBD, reflecting a

positive sentiment towards stepping out and upgrading fashion wardrobes

• While buying large appliances, about a fifth of all customers opted for an affordability payment

construct

• In the consumer electronics segment, smart watches and Fitness bands saw a 100% jump from

last year, marking a clear shift towards smart wearables

• The grocery and hyperlocal segments continued to address growing needs, as consumers from

across the country shopped for their daily requirements online

• With gardening becoming one of the most-pursued hobbies, Home Improvement Tools, especially

Gardening tools, have seen a sharp rise in interest. The Home Improvement category grew by

about 80% year on year. Work from home also continues to boost demand for furnitureand

mattresses in this edition of TBBD.

Driving affordable access

Innovative and bespoke financial constructs such as Flipkart Pay Later, No cost EMI, the credit card and

others enabled consumers in buying their products of choice. Accessibility was also a key catalyst, with

the entire product range available across all pin codes. The anticipation for TBBD was evident as millions

of customers pre-booked products just prior to Early Access by paying just Re.1.
Flipkart Wholesale brings festive cheers to kiranas and retailers as it hosts The Big Billion

Days-

● Retailers in over 10,000 plus PIN codes across 24 states and union territories to enjoy upto 85%

increased profit margins on over 5 lakh listings across Fashion, Grocery and General Merchandise

● Flipkart Wholesale members to benefit from up to 14 days of interest-free credit with line limits

ranging from ₹10k to ₹25 lacs in partnership with Banks and Fintech lenders

Millions of retailers, kiranas and small businesses in the country are excited at the onset of the Flipkart

Group’s The Big Billion Days sale. At Best Price cash-and-carry stores and on Flipkart Wholesale across

24 states and Union Territories in the country, the sale features attractive offers to more than 1.5 million

kiranas, who can choose from a wide selection of products ranging from over 4 lakh listings in Fashion,

13,500 in Grocery, and 25,000 products in General Merchandise. This Big Billion Days, kiranas and

retailers can avail higher margin gains, in return passing on benefits to end consumers.

Best Price members can walk into Best Price stores or order conveniently from the Flipkart Wholesale

app, and avail best deals on a varied assortment of high-quality products across categories such as

packaged food, home care, personal care, fashion, grocery and general merchandise

In Conversation – Flipkart Sellers share why The Big Billion Days moves the needle on market

access and growth-

From brands seeking to penetrate emerging markets to MSMEs seeking broader market access via e-

commerce, sellers pin optimism on #BigBillionDays. This festive season, they hope to flip over the

pandemic slump.

Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group, interacted with Flipkart sellers in

Bengaluru ahead of the launch of The Big Billion Days. Speaking with Bengaluru-based Flipkart sellers

Raju Lunawath, proprietor of Amazestore, and entrepreneur Smita Kulkarni, founder of

StoneSoup, he inquired about their journey with Flipkart and their expectations of the festive season sale.

Raju, who inherited his traditional family business, realised the value of taking it online on Flipkart with

his father’s blessings more than five years ago. Today, his success makes him a poster-boy of e-commerce.

Smita’s company StoneSoup joined hands with Flipkart as a Flipkart Samarth partner, and lists products

like compost kits, and feminine hygiene products like menstrual cups and reusable cloth sanitary pads on

the platform.

While Raju counts on key market insights from his account manager to plan for volume-driven sales, the

success of Smita’s StoneSoup hinges on the right positioning to the right audience.

It’s more festive when you shop sustainably!

Flipkart is going plastic-free for the delivery of millions of packages along with deploying over 2,000 electric vehicles in our
delivery fleet prior to the festive season and The Big Billion Days 2021. After successfully eliminating single-use plastic in our
own supply chain in July this year, more than 75% of Flipkart’s seller-fulfilled shipments are now being processed in sustainable
packaging, marking a 20x increase over July 2020 and covering more than 70 facilities across India.

Powering up kirana delivery for Big Billion Days 2021

At Flipkart, we have strengthened our ‘Kirana Delivery Program’, which helps onboard local general trade

stores as delivery partners. This festive season, the Kirana delivery program has on-boarded morethan

100,000 Kirana partners from across the country that will deliver millions of shipments during the festive

season beginning with The Big Billion Days 2021.

Last year, more than 10 million deliveries were made by specially trained Kirana partners across the

country during the festive season. Flipkart started the program to help local stores and shops get on

board as delivery partners in 2019, and since then, has invested consistently to get these businesses ready

for making deliveries. Flipkart has a dedicated team as part of this ongoing partnership that helps the

Kiranas with knowledge, expertise, experience and technology to make millions of deliveries seamlessly.

With a 100,000 strong Kirana delivery network which doubled from last year, Flipkart is further

strengthening its last-mile network and reach, especially in PIN codes and towns that are difficult to reach

and creating opportunities for digital upskilling as well as additional income for kiranas.

This festive season sees participation of Kiranas from regions including Khammam (Telangana), Bareilly

(Uttar Pradesh) and Junagarh (Odisha), to name a few, as consumers seek safe and timely deliveries

through e-commerce

Building capacity – Flipkart’s festive season supply chain expansion across India
Further, Flipkart has strengthened its last-mile reach with the addition of more than 1,000 new delivery

hubs (DH) across the country. The complexity and scale of the Big Billion Days require investments for

capacity, storage, sorting, packaging, human resources, training, and delivery, which helps generate

additional employment during the festive season.

Flipkart has also strengthened the partnership with Kiranas as part of its ‘last-mile delivery partnership’

program and enabled them to become part of the technology-enabled digital ecosystem. This year,

Flipkart is creating direct seasonal employment for more than 1,15,000 people of which 15% are women

and people with disabilities.

Key Supply Chain expansion efforts for 2021

• More than 100 facilities added from brand partners to help customers get faster deliveries

• The alternate delivery method of Kiranas as delivery partners strengthened with 1,00,000 Kirana

partners

• Working with many third-party logistics partners across the country to create faster deliveries

while creating indirect job opportunities

 • Credit limit up to ₹70,000 with flexible repayment plans with up to 12 month tenures, from a

previous limit of ₹10,000

• Flipkart Pay Later will become a open-to-all construct, providing credit to over 100 million new

consumers

• Credit and Debit Card EMIs to be offered to all Flipkart customers through partnerships with over

18 leading banks and financial institutions

Flipkart will also offer no-cost EMI offers across a wide range of products, as well as standard EMIs, in

partnership with 18 leading banks and financial companies including American Express, Axis Bank, Bajaj

Finserv, Bank of Baroda, Citibank, Federal Bank, HDFC Bank, Home Credit, HSBC, ICICI Bank, IDFC FIRST

Bank, IndusInd Bank, J&K Bank, Kotak Bank, RBL Bank, Standard Chartered, SBI, Zestmoney and others.

The tenures for no-cost EMIs and standard EMIs will be up to 12 months and 36 months respectively.

How to access ‘Flipkart Pay Later’ EMI facility

• Users need to enter their PAN and Aadhar details on the app

• Verify the Aadhaar number with an OTP

• Verify their bank account details

• On making their purchase, users can select ‘Flipkart Pay Later EMI’ as their payment option and

choose their preferred tenure.

The application process is quick and frictionless, and customers can manage their account easily through

the Flipkart app.