Understanding Price Elasticity of Indian Consumers

A Case Study by MakeMyTrip

About MakeMyTrip
Nurtured from the seed of a single great idea - to
empower the traveller - MakeMyTrip is a pioneer in
India’s online travel industry. Founded in the year 2000
by Deep Kalra, MakeMyTrip came to life to empower the
Indian traveller with instant bookings and
comprehensive choices. The company initiated its
journey serving the US-India travel market offering a
range of best-value products and services powered by
technology and round-the-clock customer support.

After consolidating its position in the market as a brand recognised for its reliability and
transparency, MakeMyTrip launched its India operations in 2005. With more and more Indians
initiating to transact online with IRCTC and new opportunities with the advent of low cost
carriers, MakeMyTrip offered travellers the convenience of booking travel online with a few
clicks.
MakeMyTrip’s rise has been led by the vision and the spirit of each one of its employees, for
whom no idea was too big and no problem too difficult. With untiring determination,
MakeMyTrip has proactively diversified its product offering, adding a variety of online and
offline products and services. MakeMyTrip has stayed ahead of the curve by continually evolving
its technology to meet the ever-changing demands of the rapidly developing global travel market,
steadily establishing itself as India’s leading online travel company.

Problem Statement/ Expected Deliverables

MakeMyTrip has led travel category development in the country. Route to category development
has been through providing bouquet of superior products and user experience at attractive prices.
We have 40mn people who have transacted with the Group and we enjoy healthy repeat rates
signifying brand strength. Students are expected to provide

 Detailed understanding of price elasticity of Indian consumers in Ecommerce Space.

 Ways of price disruption adopted by Ecommerce players including coupons, discounts,
loyalty, etc and engagement of customers with such programs
 Roadmap on how can consumers be weaned away from pricing to experience - for long term
business sustainability
Format
 The case analysis document must be in MS Word/PDF format (.doc/.docx/.pdf)
 Must not exceed 2000 words (excluding exhibits and excel sheets)
 Font Type: Arial/ Calibri with text size of 11