PRESTIGE INSTITUTE OF MANAGEMENT

AND RESEARCH, INDORE

MINOR PROJECT OF E-BUSINESS

APPLICATION
Session: 2020-2022
MBA (FT)-A (II-Sem.)
E- BUSINESS MODEL OF FLIPKART

SUBMITTED TO: SUBMITTED BY:

Dr. Alok Bansal Aneri Trivedi (1121212658)
Anushka Baheti (1121212647)
Ashwini Bhagwat (1121212614)
Krishnesh Tiwari (1121212654)
Ratnesh Sharma (1121212615)
Vanshika Halen (1121212652)

1
 DECLARATION BY THE STUDENTS

We hereby declare that the minor project report on “E-BUSINESS MODEL OF

FLIPKART” is a record of original work carried out by us under the supervision
of Dr. Alok Bansal, towards partial fulfilment of the requirements for MBA (Full
Time) course of Prestige Institute of Management and Research, Indore. We
further declare that to the best of our knowledge this work is not submitted
anywhere else for the award of any degree or diploma.

ANERI TRIVEDI
ANUSHKA BAHETI
ASHWINI BHAGWAT
KRISHNESH TIWARI
RATNESH SHARMA
VANSHIKA HALEN

MBA (Full Time) II Semester ‘Section’ A

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CERTIFICATE BY THE FACULTY GUIDE

This is to certify that the minor project report entitled “E-BUSINESS MODEL
OF FLIPKART” is being submitted by ANERI TRIVEDI, ANUSHKA
BAHETI, ASHWINI BHAGWAT, KRISHNESH TIWARI, RATNESH
SHARMA and VANSHIKA HALEN under my supervision. During this project
work, I found the group members responsible, sincere and hard working. I
recommend this piece of work for its acceptance as minor project of E-Business
Applications Course of MBA (Full Time) of Prestige Institute of Management
and Research, Indore.

Dr. ALOK BANSAL

Professor, PIMR, INDORE

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 ACKNOWLEDGEMENT

We would like to express our special thanks of gratitude to our teacher, DR. ALOK
BANSAL as well as our director, DR. YOGESHWARI PHATAK who gave as the
golden opportunity to do this wonderful project on the topic E-BUSINESS MODEL
OF FLIPKART, which also helped us in doing a lot of Research and we came to
know about so many new things we are really thankful to them.

Secondly, we would also like to thank parents and friends who helped us a lot in
finalizing this project within the limited time frame.

ANERI TRIVEDI
ANUSHKA BAHETI
ASHWINI BHAGWAT
KRISHNESH TIWARI
RATNESH SHARMA
VANSHIKA HALEN
 MINOR PROJECT OF E-BUSINESS
APPLICATION

TABLE OF CONTENTS

Sr. No. TITLE Page No.

1 INTRODUCTION 6-8

2 REVIEW OF LITERATURE 9-10

3 E-BUSINESS FRAMEWORK OF FLIPKART 11-15

4 E-PAYMENT SYSTEM OF FLIPKART 16-17

5 E-SECURITY ARRANGEMENT OF FLIPKART 18

6 INCOME AND EXPENDITURE (E-FINANCE OF 19-23

FLIPKART)
7 E-PROCESSING OF FLIPKART 24-27

8 E-MARKETING OF FLIPKART 28-29

9 E-CRM OF FLIPKART 30-33

10 E-SELLING OF FLIPKART 34-39

11 CONCLUSION AND SUGGESTIONS 40

12 REFERENCES 41

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 INTRODUCTION
Flipkart Private Limited is an Indian online business organization set up in 2007. It
began with an essential spotlight on online book deals and soon, extended to way of
life items, gadgets, home fundamentals and staple goods. Flipkart is the biggest online
Indian commercial platform battling with the world chief Amazon.
Since 2010, the organization has made various acquisitions including Letsbuy,
Myntra, Jabong, eBay India, and so on notwithstanding its fundamental office in
Bengaluru; Flipkart has branch workplaces at Delhi and Mumbai. Aside from India,
the firm is enrolled in Singapore. In 2018, the US-based corporate store Walmart
gained larger part stake in Flipkart.
As of late, Flipkart has opened its Research and development focus at Israel. This is in
accordance with its most recent obtaining of Israeli beginning up Upstream Business.
The middle is controlled by skilled architects from across the world.
Flipkart utilizes a solitary letter set 'f' in blue tone on a yellow hued shopping pack.
The letter set 'f' is joined by speed lines. It is intended to indicate positive and speedy
help. The picked colors connote creativity, enthusiasm and inclusivity. The name
'Flipkart' itself signifies 'Flipping things into kart'. Till now, the organization has
changed its logo 5-6 times.
Each Indian resident knows about the online business website called Flipkart. It's an
organization that developed immensely over the long run, worked its way to the top,
and stood out enough to be noticed from huge names like Walmart who procured the
organization for an incredible 16 billion dollars. In India, the second-biggest online
business stage right now is Flipkart which has made benefits around billions.
Flipkart a Constant Innovator:
Flipkart was set up in 2007 by Sachin Bansal and Binny Bansal, the two graduated
class of the Indian Foundation of Innovation Delhi. They worked for Amazon.com
prior to stopping and founding their own organization. At first, they utilized verbal
advertising to advocate their company. A couple of months after the fact, the
organization sold its first book on flipkart.com.
In 2008 the Flipkart launched 24*7 customer support.
Flipkart began with selling books and in 2010 stretched out to selling Discs, DVDs,
cell phones and accessories, cameras, PCs, PC frill and peripherals, pens and office
supplies, other electronic things like home apparatuses, kitchen machines, individual
consideration devices, medical services items and so on.

6
In 2011 Flipkart launches 50 days replacement and card on delivery.
In 2012 Flipkart acquired Letsbuy and launches Digiflip.
In 2013 launched android app and market place and single day delivery.
In 2014 acquires Myntra and launched First Big Billion Days.
In 2015 launched Flipkart Life.
In 2016 acquired Jabong and Phone pe, Launched no cost EMI.
In 2017 became the most downloaded E-commerce app, acquires Jeeves F 1.
In 2018 Flipkart has done strategic investment by Walmart, Launches grocery,
Furniture, and 2 GUD.
In 2019 launched Flipkart video, Ideas, games and support for vernacular languages.
In 2020 launched voice assistant, Flipkart wholesale business, Flipkart leap incubator
and Flipkart quick.
Today, according to Alexa traffic rankings, Flipkart on position 170 on Alexa and 6
on Google Rankings is among the best 10 Indian sites and has been credited with
being India's largest online book shop with more than 17 million titles on offer.
Flipkart follows a reasonable Business-to-Shopper model or all the more usually
known as a B2C model. It functions as a commercial center which implies that it is a
center stage that interfaces all intrigued merchants to different clients and helps with
making the deal. With more than 80 classes, Flipkart has sellers for all things, going
hannnfrom staple goods, toiletries, garments, books, shoes, furniture, gadgets, and so
forth
It is a Major Multi Day Deal resembles a celebration in the country, it offers the best
arrangements for the best items at the best time. Flipkart is getting all the more a
multichannel platform.

Flipkart Milestones:
300 MILLION REGISTERED CONSUMER BASES

150 MILLION+APP DOWNLOADS

150 MILLIONLISTED PRODUCTS

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 80+CATEGORIES

200,000SELLERS

2.6 PETABYTESDATA PROCESSED EVERY DAY

Core Values:
Flipkart adapt, evolve, and continue to grow, the beliefs that are most important to us
stay the same - Audacity, Bias for Action, and Customer First - Flipkart core values
which are reflected in everything they do! While these core values define their
identity and form the basis of all their decisions and actions, integrity and inclusion
underpin all their processes.

Flipkart's current vision

'To become Amazon of India'

Flipkart’s mission
revolves round 'Providing delightful customer experience'. Innovative mindset is one
of the most important competencies of Flipkart.

8
 LITERATURE REVIEW

Srishti Dixena, Suman Sahu(2018) in their research paper “Customer Satisfaction towards
Online Shopping from Flipkart: With Special Reference to Raipur City” concluded that “The
online shopping becomes a daily part of our lives as it is more convenient, customers are
looking for timely services, good quality of products, customer services and also security and
privacy in payment method. The study reveals that most of the undergraduate students
belongs to age (20-30) years are more aware about shopping from flipkart. This study
concludes that the online shopping from flipkart is best one. The study about the various
aspects of customer's satisfied from online shopping through flipkart.”
Prof. Abhishek Venkteshwar and Prof. Kiran L Maney (2019) “Business Model of
Flipkart India-A Case Study” “Flipkart is known for knowledgeable products. Flipkart in
India work on complex business challenges to innovate and create efficient solutions that
enable various Flipkart businesses, including Flipkart websites across the world as well as
support Payments, Transportation, and Digital products and services like the Kindle family of
tablets, e-readers and the store. Reasons of its success are the finest talent and strong leaders
with proven experience working to make Flipkart the Earth’s most customer-centric
company. Apart from this Technological innovation drives the growth of Flipkart, offering
customers more selection, convenient shopping, and low prices.”
A STUDY ON CUSTOMER SATIFACTION TOWARDS
FLIPKART, CHENNAI

S.BHUVANESWARAN* ANDM.PRABHU** AND A.K.SUBRAMANI

A STUDY ON CUSTOMER SATIFACTION TOWARDS
FLIPKART, CHENNAI

S.BHUVANESWARAN* ANDM.PRABHU** AND A.K.SUBRAMANI

A STUDY ON CUSTOMER SATIFACTION TOWARDS
FLIPKART, CHENNAI

S.BHUVANESWARAN* ANDM.PRABHU** AND A.K.SUBRAMANI

A STUDY ON CUSTOMER SATIFACTION TOWARDS
FLIPKART, CHENNAI

S.BHUVANESWARAN* ANDM.PRABHU** AND A.K.SUBRAMANI

A STUDY ON CUSTOMER SATIFACTION TOWARDS
FLIPKART, CHENNAI

S.BHUVANESWARAN* ANDM.PRABHU** AND A.K.SUBRAMANI

A STUDY ON CUSTOMER SATIFACTION TOWARDS
FLIPKART, CHENNAI

9
S.BHUVANESWARAN* ANDM.PRABHU** AND A.K.SUBRAMANI
A STUDY ON CUSTOMER SATIFACTION TOWARDS
FLIPKART, CHENNAI

S.BHUVANESWARAN* ANDM.PRABHU** AND A.K.SUBRAMANI

A STUDY ON CUSTOMER SATIFACTION TOWARDS
FLIPKART, CHENNAI

S.BHUVANESWARAN* ANDM.PRABHU** AND A.K.SUBRAMANI

Priti Jeevan (2015) “A study on Digital marketing- A case study with special reference to
Flipkart.com” concluded that “, digital marketing shows that in India businesses are getting
serious about digital marketing and investing in it heavily. In the current scenario, internet is
pretty small right now and the larger share of the target market is still available offline.
However, going forward, in the next two to three years, digital consumption and spends will
go up in India and, for this to happen, both quality and quantity of content needs to grow in
India. Once that is achieved, the overall industry spends on digital standing at around 15 to
20 per cent in the next two to three years. Currently the digital medium has its constraints
with the number of people accessing and spending time on this. It has to become a large
enough medium in terms of consumption to compete with TV. Though people are buying
online, a large proportion of their time is still spent offline. Having said that, today, the target
group for most online companies is people living in the metros and slowly it is becoming
important for a brand to be built online also. And we can see that in other business segments
as well.”
Prashant Pathak (2020) in the research paper “Flipkart: Flipping things into everybody
Kart” concluded that “one needs to look for challenges for the e-commerce, it includes
logistic and shipment, discount and offers, customer experience, & innovative market
strategy. To stay country biggest online retailer the company has to handle its challenges
tactfully. Though flipkart still have to show profit in its balance sheet from the inception in
2007, the potential of this business is inconceivable, and if the private investors do not want
to exit from the company there is definitely no reason to go public. Acquiring public interest
has a complex formula, it commands for persuasive nature of the company, precise and
timely decisions by the management and innovative methods, flipkart has shown sign of
these quality time to time, that’s why they are at top now. However, to stay at pinnacle needs
continuous retrospection.”
Dr. Priti Nigam, Dr. Keyurkumar Mnayak, Dr. Parimal H. Vyas (2019) “E- Commerce
Challenges: A Case Study of Flipkart.” “Flipkart.com has been following quality and
efficiency of customer service and distribution with decreased cost and agile work flow
through retailers and other supplier’s network integrally. Flipkart.com is using its inventory
led model focusing on standardization of product delivery with long run retention of
customers by winning their confidence in e-business and commerce marketplace. One
criticism leveled against Flipkart is that it is using up funds too quickly, especially as nobody
else in the industry has raised as much money as it has.”

10
E-Framework of Flipkart:

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Flipkart is a site that uses the B2C or Business to Consumer business model for the
success of the company.

That means the business can provide the best of the support to the customers who
want to have it in the first place. With the help of Flipkart, the sellers will be able to
sell their collections in the best way.

If there are any product collections that they have, then they will be able to provide
these products to the people. They can provide some discounts on the products as well
to make sure that people are attracted to buy the products that they have in line for
them.

The customers then visit the website of Flipkart and have a look at the products that
are available there to decide whether they want to buy it or not. After the product has
been ordered, it will be shipped and delivered to the address of the customers.

The sellers always have an agreed and fixed price that is offered on the website.

This fixed price is set after deducting the basic commission that Flipkart gets from the
sellers for the services that are provided to them in the first place.

This is one of the best models that are used by the company of Flipkart, and there is
absolutely no doubt that people will definitely be able to understand the process more
if they know the business model of the Flipkart company in the best way.

Flipkart got going with a direct-to-consumer model selling books and some different
items, prior to going to a marketplace model which associate merchants and
purchasers and extending its catalogue. Today, it sells everything from cell phones to
garments to furniture fridges to FMCG products— and indeed, books as well.

Flipkart claims to have lakhs of venders on board from across India who lists their
items in more than 80 classes. The normal purchaser probably won't mind who the
dealer is and has a relationship with Flipkart, though the merchant who may not have
reached the client at all would now be able to do so because of Flipkart. To work with
this exchange and satisfy the request, Flipkart charges a differing rate as a
commission expense from the dealer.
Flipkart isn't just an e-commerce website created utilizing a specific programming
language or a framework. It is a platform that stands on many different applications
and technologies.

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Technology That Flipkart uses:
Flipkart runs all its software on Linux - Debian. The website is primarily built on
PHP.
Flipkart is the proof of productive utilization of PHP development services for an e-
commerce website design. Since it is assembled primarily on PHP, Flipkart site
empowers a placated buying experience as in a genuine store. It utilizes
MySQL(software) for data storage and the entirety of its software functions on Linux.
Flipkart center mostly around creating the experience of purchasing and selling a
powerful one for the buyers and sellers.
Flipkart guarantees the most- hearty installment framework for clients. Further, it
permits clients to rate and review the sellers. Simple return and refund facility
additionally enhance the
Customers targeted by Flipkart Business Model:
Business Model of Flipkart
1. Urban Buyers
Urban market is one of the most powerful audience bases of Flipkart, as it easily
avails their products and services with personalized offers, discounts, and payment
methods.

2. Internet Users
Buyers who are online are also the key target of the business model of Flipkart. Via
analytics, the company knows about the inclinations of these users and hence runs
customized campaigns to generate conversions.
3. Discount Seekers
All those buyers who prefer buying products at a discounted price are the prime target
of Flipkart; the company comes with special offers, discounts, and coupons to help
such buyers get the products at markdown cost.

4. Customers looking for Ease of Shopping

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In case you want the ease of shopping, you are also a target customer of Flipkart.
Means those who want to fulfil all their requirements just by sitting at their homes,
Flipkart serves them well even at the discounted prices.
5. Buyers inclined towards specific products
People who do online searches for specific types of products are also the target base
of Flipkart. Analytics help Flipkart to know about those searches and buyers. This
way, the company showcases the ads to those customers on their browsers and
devices to convert them as the buyer.

Now, as you are aware of the customers of Flipkart, the next key thing about the
business model of Flipkart is its value propositions-

Value Propositions comprised by Business Model of Flipkart:

Product Launches related to Electronics, Home & Furniture, Baby & Kids, and TVs &
Appliances, Sports, Books & so on.
Personalized features such as Customer Account with Login & Signup, selling
services on Flipkart as a Seller, Advertising Opportunities, 24x 7 Customer Services,
Software Application (Dual Interface), Flipkart Assured Badge.
Highly Convenient Services, Wide Product Range, Easy Delivery and Discount
Offers.

Channels of Business Model of Flipkart

Flipkart comprises a wide range of channels for effective channelization of its
business model. Let us have a look at those here and now.

1. Website
This includes official Flipkart site and Flipkart Plus along with Seller Program and
Affiliate Programs that enable Flipkart to reach to its customers
2. Applications

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Flipkart Online Shopping App and Flipkart Seller Hub are the parts of this channel.

3. Social Media Platforms

Different social media platforms such as Facebook, Twitter, LinkedIn, Instagram,
YouTube, and Google+ are used as channels.

Key Elements of Flipkart Business Model:

In the key elements, first come the partners that help in channelizing business model
of Flipkart and they are-

 Authors and Publishers

 Different Subsidiaries such as Myntra, PhonePe, Jobong.com, LetsBuy,
eBay.in and EKart
 Walmart that owns 81.3% of Flipkart
 Manufacturers, Sellers, and distributors of products
 Payment Partners

Next element that you need to understand here is the resources that help business
model of Flipkart generate funds. Some of them are-

 Venture Capital Fund Partners such as Accel India, MIH (Naspers Group
Sector), Tiger Global, ICONIQ Capital.
 The immense flow of traffic around 100 million per day.
 Payment Resources such as COD, Credit Card, Internet Banking Services,
Payment Apps.

The activities that the business model of Flipkart needs to channelize-

 Offering 24/7 customer service via phone, email, phone, and chat
 Ensuring a secure payment gateway
 Designing, developing and optimizing the Flipkart Platform
 Ensuring top-notch supply chain management
 The managing network of sellers

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  Hiring, training and retaining the workforce
 Effective management of product catalogues
 Marketing, sales promotion activities and their role in deciding the pricing
 Offering different promotional offers and discounts as per different occasions
 Proper channelization of partnership with manufacturers and distributors
All these activities also play a key role in deciding the cost structure of Flipkart
Business Model.
Key parts of cost structure are-

 Warehouse management and deliver cost

 Technology and infrastructure support cost
 Workforce maintenance cost
 Advertising & Business Promotional Expenses

E-payment system of Flipkart

E-payment system can be explained as paying for a good or service online on the
internet. This system includes all the financial operations don using computers,
tablets, mobile phones, etc.

How E- Payment works?

 Payments done online are transferred instantly and therefore it is very much
hassle free, convenient and safe. It saves a lot of time as well and today we are
totally relying on it in every aspect of our life

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  Some basic e-payments methods with Flipkart use are as follows:
 Credit cards
 Debit cards
 UPI payments
 Digital money
 EMI

1. CREDIT CARDS:

Flipkart allows its user to pay for the goods through credit cards where after adding
items in their cart, all they have to do is enter cards detail and do the transaction.
An confirmation message is sent to the registered mobile number along with OTP
which has to be entered to confirm the transaction to save frauds.

 The card holder − Customer

 The merchant − seller of product who can accept credit card payments.
 The card issuer bank − card holder's bank
 The acquirer bank − the merchant's bank
 The card brand − for example, visa or MasterCard.

2. DEBIT CARDS:
Flipkart not only allows it users to do payment through credit cards but also through
debit cards. In this type of e-payment also the user first has to add items to his/her cart
and later and the time of payment enter his/ her card details. At the time of final
payment, the person will receive and message on the registered mobile number and
receive an OTP which has to be entered to confirm the transaction.
3. UPI PAYMENTS:

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Unified payment interface (UPI) is an online payment mode where you can link all
your bank accounts to one app and pay directly on site for your purchase through
bank.
Flipkart allows its users to pay for its services through UPI as well and make it easier
for people to purchase items where they want. UPI system works for 24/7 and
therefore the user can use the Flipkart facility whenever he wants to.
4. DIGITAL MONEY/ WALLET:
E- Wallets or digital money payment option is also provided by Flipkart where a
person can pay for the item or service though apps like Paytm or google pay. By
linking your e-wallet to the particular app you can directly select pay and the money
will be deducted from the wallet.
5. EMI:
EMI or equated monthly income facility is also provided by Flipkart so that people
can buy what they love without worrying about paying the money all together. This
way the price gets deducted from one’s bank account every month in parts and the
amount which is decided.

E-security Arrangement of Flipkart:

The online exchange on Flipkart is secure with the most significant levels of exchange
security presently accessible on the Web:

 Flipkart utilizes 256-bit encryption innovation to ensure card data while safely
sending it to the particular banks for instalment handling.

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  All Visa and charge card instalments on Flipkart are handled through secure
and believed instalment entryways oversaw by driving banks.

 Banks presently utilize the 3D Secure secret word administration for online
exchanges, giving an extra layer of safety through personality check

Achievements: -
Driving on the web retailer Flipkart has gotten certificate of Payment Card Industry
Data Security Standard 2.0, a main security standard for instalment card preparing.
This implies the organization's restrictive innovation and stage, stores and cycles
information are in a gotten climate pre-empting the danger of information burglary
and extortion.

Income and Expenditure of Flipkart:

Major Sources of Income of Flipkart:

 Flipkart Website
There is a Flipkart website that they can use in order to list their products so that
people can buy them. Also, there is a web application that is provided by the Flipkart
Company as well.

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The website and the web application are two of the most important aspects which play
a great role in the generation of revenue for the company in the best way.

 Mobile Application & Social Media

Also, there is a mobile application which can be used by the customers for a fantastic
experience of online shopping from a mobile phone.
Apart from that, Flipkart also uses the amazing social media websites for the
promotion of the products, and there are affiliate-networks of the company as well
such as websites, bloggers, coupon websites, review websites and so much more.

 Commission Structure
The commission that is charged by Flipkart is also one of the main reasons why the
company is able to make so much money in the first place. The commission that is
taken by the Flipkart Company from the users actually depends on the product and the
sales-type that they tend to have all the time.
There are 5% to 20% of the taxes on the product and the discounts as well.
So, there is no doubt that the company is able to make a lot of money from product
sales and the other forms of commission in the best way.

 Listing fee and Convenience Fee Options

Apart from that, the business model of Flipkart also derives revenue from some listing
fee options and the convenience fee options provided, which is possibly another best
way to generate additional revenues.
With the help of the amazing listing fees and convenience fees, the company is able to
get some money from the sellers who want to list their products on the site and the
application so that the people are able to see it when they are visiting the site on their
online shopping times.

 Logistics and Shipping

There are some other sources of income as well in the business model of Flipkart,
such as the logistics options. This is the amount that is collected from all the sellers
for the shipping of their products in the best way.
The service is basically similar to the ones that are provided by the other online
delivery companies in the best way. E-Kart is the online shipping service of Flipkart.

20
Not just that but digital media and ads are some of the most amazing ways with which
the company of Flipkart can add some revenue to the profits in the best way. There
are ads which are sold to the brands and the companies to get the profits.

 Computerized media
Flipkart offers promotions to the dealers or brands just as different items like co-
publicizing, co-marking, and offers a great platform to showcase the product and
catch the eyes of the buyer.

 Co-marked freedoms on the Flipkart's landing page :

The slider on Flipkart's landing page acquaints an opportunity for venders with
promote their items and dispatches to the purchasers which gets a huge number
of perspectives.

 Co-promoted items towards distributions:

The promotions that are shared by the papers and magazines' front pages and
permit the brands to publicize themselves. Assume another telephone has been
dispatched on the lookout. Flipkart gets the promotion on the first page of the
paper and the expense is imparted to the brand that needs to publicize the item.

 Target indexed lists:

This works like when somebody looks for an item, Flipkart concludes which
dealers' items are to be appeared on the top. This is the space that will be
tackled by Flipkart in the blink of an eye.

 Myntra:

Myntra is a site possessed by Flipkart which is another online design entrance

that supports up the general style classification of Flipkart. Myntra procures a
colossal measure of deals on its style items and has been estimated to be higher
than the design deals of Flipkart. The incomes acquired by the site Myntra are
represented the absolute profit of Flipkart

Cost Structure:

21
  Technology and Infrastructure Support Cost:
Comprises of all components that help the administration and ease of use of
information and data. These incorporate the actual equipment and offices (counting
server farms), information stockpiling and recovery, network frameworks, inheritance
interfaces, and programming to help the business objectives of an endeavor.

 Warehouse Management and Delivery Cost:

This wording alludes to the way toward picking, pressing and transportation
things, and is another stockroom cost that is charged per thing.

 Advertisement and Business Promotional Expenses:

An advancement cost is an expense organization bring about to advertise their

items or administrations to shoppers. Advancement costs range from
giveaways, free examples, or other special tricks to help support deals and
income. And advertisements expenses are expenses incurred to inform people
about the products available on the site.

 Workforce Maintenance:

Work force is the core of any business and it is important to maintain a good
workforce. The expense of maintaining workforce is the amount of all wages
paid to representatives, just as the expense of worker advantages and finance
charges paid by a business. The expense of work is broken into immediate and
aberrant (overhead) costs.

Revenues and losses and Expenditure of Flipkart:

Revenue:
Year Revenue (crores)
2019 30391
2020 34610

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Flipkart India Private limited Restricted has revealed a 12 percent expansion in its
FY20 income.

Loss:
Year Loss (crores)
2019 3835
2020 3150

Flipkart’s misfortunes, notwithstanding diminished 18%.

Expenses:
Year Expenses
(crores)
2019 34766
2020 37760

 Costs saw a minor increment of 8.6 during the said period.

Revenues:
(In billion rupees)

23
 Series 1
FY 2020

FY 2019

FY 2018

FY 2017

FY 2016

FY 2015

FY 2014

0 50 100 150 200 250 300 350 400

Series 1

 Flipkart India has shown a positive growth year by year which is a positive
side for the company. Flipkart India Private limited Restricted has revealed a
12 percent expansion in its FY20 income.

 Flipkart as of late arose as the main web-based business commercial center

during the happy deal’s month between mid-Octobers to mid-November 2020
with around 66% GMV share worth $8.3 billion, as per a Red Seer report.

E-Processing System of Flipkart:

24
 How orders are processed in Flipkart:
Buyer’s Perspective:
 Buyer places order for product.

 Marketplace receives order and directs to warehouse closest to the

destination
Algorithm determines which warehouse to direct the order based on stock and
distance from the delivery address.

 If product is with seller delivery person brings it to dispatch hub.

 If in warehouse, product is picked using automation

Frequently ordered items are made easily accessible to human pickers. A list of
items given on a hand- held device indicates the location of the product in the
warehouse in a sequential manner, reducing the pick to dispatch time.

 Product specification are checked against the order-

Product picked from warehouse is verified by scanning its details and
comparing with the screen grab of the order to ensure the specification are
accurate. If the product is sourced from a merchant, delivery person scans the
barcode to match the order.

 Product is packed and weighed.

 Product is sorted based on pin code

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 Products are sorted into bins on destination. This bins glow to confirm that all
the products meant for a destination are tallied. The Products are then sent for
packaging and dispatch.

 Product is dispatched based on sizes/ distances to the destination

warehouse.

 Order is allocated to delivery center from destination warehouse

The delivery address is cleaned and matched to the exact coordinates using
mapping technology. This is important as often addresses are incomplete or
include directions to the house instead of the actual address. Products are sent
to the corresponding delivery centers.
 The final coordinates are sent to mobile phones of delivery boys.

 Product is picked by delivery boys and taken to customer.

 Ultimately the product is reached to the customer.

Sellers Perspective:

Step 1: First you have to Login to Flipkart seller central and steer to the dashboard.
Look at the section seller fulfilled orders on top. The area shows new, urgent, breach,
and reattempts orders.

Step2: Now you have to click on the new orders option and go to my orders page.
You can also use the main menu options (orders > active orders) to process new
orders. Both the options will take you to my orders page. But before that, you need to
select the warehouse. Click & choose your registered warehouse location from the
drop-down list.

Step 3: Selecting a warehouse location is primary and important step. Sellers with a
varied product series have multiple warehouses. They may have separate storage
accommodations for their products. Because Flipkart shipping service will pick up
orders only from the warehouse location where you instruct the order to be process
sed. Hence, be careful with processing orders. Order details cannot be changed by the
seller later.

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Step 4: After the warehouse location is selected, my order page becomes active. One
can see the order status, details, and movements of all orders processed.

What is a Shipping Label?

A shipping label is product delivery info with a tax invoice. The Flipkart marketplace
provides labels in PDF format. The tax invoice will go inside the packing, whereas the
slip shall be glued outside the packing. Attach the packing slip properly. The packing
slip has a tracking ID printed along with an order ID barcode. The delivery executive
will scan the barcode to regain order details in his/her device. If the barcode or
tracking ID is spoiled, then your order will not be picked by the pick- up service.

How Shipping labels are generated in flipkart:

If we have to process the order then we have to generate the labels, also known as
shipping labels.
• Click on the checkbox to activate the generate label option.
• Now click the generate labels button.
• After clicking on the generates label button you will lend on the process labels
page.
• Here sellers can update the package sizes and weight.
• Once all details are there, click the process labels button.
• The system will flash a quick notification to generate labels.
• Click confirm.
• After confirmation, the label will download successfully.
• Check your download folder. There’s a pdf document with the name Flipkart
label.
• After shipping labels are generated & downloaded, the products are marked for
dispatched. The order will move into the pending “Ready to Dispatch” section.

Mark RTD (Ready to Dispatch)

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Click on the pending RTD tab. First, click the checkbox to activate the mark RTD
option. Go ahead and click on the mark RTD button in blue. A notification appears,
here click the mark RTD button.
After successfully marking an order for ready to dispatch, a notification displayed.
Now the order moves to the pending handover section. Additionally, the system
displays the successfully done RTD message.

What is Manifest?
An order manifest is a logistics memorandum. It is an acknowledgment from Flipkart
logistics executive to the seller. The manifest contains the total number of orders
processed and prepared to pick up on that day.
The physical packets will be counted and tallied by the logistics executive with the
one in the manifest. Hence be very precise about it.
Now that you have shipping labels and the manifest pack items cited in the order.

Pending Handover & Manifest Download

Click on the pending handover section. The pending handover items will be displayed
by the system. We can say that, all orders waiting to be handed over to the Flipkart
delivery service are shown here.
We are almost on the edge of processing an order in Flipkart. The last and final step is
to download the manifest. There’s a download manifest link at the right end, click it.
When you do this, a pdf file will download just like we did in labels. Check your
download folder and locate the manifest document.
The order for delivery will be picked up by the Flipkart logistics. Seller can track the
order movements in the dashboard under the dispatched orders section.
This way, the system tracks and provides every single movement of your order, right
from processing order to delivery.

E-Marketing of Flipkart:

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Flipkart’s main principle seems to be focused on being available at each and every
touch point their clients are available at. This means using majority of their budget on
digital channels and marketing. As of late, Flipkart has expanded its financial plan
spend on digital marketing considerably.
Flipkart likewise puts intensely in star power and influencer marketing.
India loves Bollywood and Flipkart utilizes this to sell and bring issues to light about
their items. Ranbir Kapoor, Alia Bhatt, Amitabh Bachchan and Shraddha Kapoor
have all been noticeably included in Flipkart TV promotions and in their online
missions.

Flipkart utilizes its digital channels widely to provide clients with the most ideal
involvement in their foundation. Clients voice concerns and grievances on Flipkart's
online media channels and this is managed rapidly and proficiently.

Flipkart Campaigns:
1. Flipkart Kidults:
Flipkart is not complete without its Kidults campaign launched in 2014.
This campaign puts stunningly clad children in ordinary circumstances that
grown-ups experience - obviously a ton of the creatives include influencers to
add star power.
This campaign was a hit and has been used extensively till as of late as 2019.

2. Big Billion Day:

Flipkart has gone all out with its Big Billion Day campaign lately. It’s a kind of
festive Black Friday in India.
It's fascinating to perceive how Flipkart is not the same as Amazon in its way
to deal with happy advertising - since both these two web-based business
monsters have colossal deals during this period.
While Amazon wagers on bargains, Flipkart is seeing star power to acquire
more crowd to their site. Obviously, a definitive victor here is the shopper,
since they can benefit of the energizing offers that both shopping sites bring
their direction.

3. Flipkart’s VR Campaign:
Flipkart - consistently experimentative - is an early adopter of innovation. They
utilized VR to gamify their Big Billion Day Sale campaign a year ago, and
match their offers and manages the full moon since it is auspicious and firmly
identified with the festive calendar in India.
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 Their advertisement campaign ran on days when there was no full moon, be
that as it may, with the help of VR, clients had the option to see a full moon
however darkened by clouds.
Gamification prompted the clients to blow into the microphone to move the
clouds away uncovering both the full moon and an energizing new offer.
This mission went very well, gathering 5 million perspectives and a CTR of
2% which is 10 times the business normal.

4. India’s Next Fashion Influencer:

Myntra (owned by Flipkart) took fashion to television a year ago when they
partnered together with Zoom to dispatch their TV show: India's next style
influencer. The thought was to have an unscripted television show pointed
toward tracking down India's next huge fashion master and to remunerate their
style virtuoso.
Bollywood star Sonakshi Sinha made a decision about the show and mentored
competitors. Challengers were approached to assemble their best looks and
offer it on social channels.
The main aim was to enhance both, the influencer community as well as
bringing visibility to Myntra and e-commerce as a whole.

Flipkart Today – COVID Strategy:

The COVID crisis in India this year has brought about numerous brands venturing up
in the country's hour of need. Flipkart, being a monster was no special case for this,
regardless of being intensely limited by law to hold their business back from running
during this time.
Flipkart collaborated with Tata Consumer Products to guarantee a greater supply of
essentials like food and grocery items to their customers.
Flipkart #SmartBuy likewise dispatched hand sanitizers and surgical masks in April,
to battle the shortage. Not just that, Flipkart additionally united with Uber and Meru
Cabs in India, to deliver essential things to buyers in Delhi, Bengaluru and Mumbai.
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Flipkart's marketing strategy is a strong and powerful one. The best thing about
Flipkart is that they're incredible with communicating reasonable messages across
stages.

WHY CRM?

Flipkart is a fast growing

company with several employees,
partners, suppliers and
distributors. The information
entering the system is too huge to
gather structure and make
sense of without proper
technology integration such as
ERP and CRM. CRM helps
manage
customers, employees, suppliers
and other operation processes in
the following ways:
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 Enables efficient gathering and
pooling of customer orders, sales
information,
delivery and shipping details,
web traffic and analytics in real
time through internal
and external channels.
 Helps control scaling of the
company by allowing addition
and tweaking of
requirements and resources as
demand grows and shrinks.
 Automates processes by
allowing repetitive processes to
reiterate on its own

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instead of manual handling of
data.
 Decreases labour cost of
processing the order by a huge
amount due to integration
of system.
 Reduces the need for additional
man power and resources to
complete
transactions.
 With automation, useful
information can be derived and
charted such as customer
churn rate, repeat customers,
frequency of purchase et
Flipkart is one of the largest online stores with a huge number of employees, sellers,
vendors, partners and more.
It gets difficult to manage all of this together and therefore CRM helps the company
to manage customers, employees and other operations in the following ways:
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 1. It enables to gather and pooling of customers, sales information, delivery and
shipping details.

2. It decreases the labor cost which would have been required to process the order
by a huge amount due to integration of system.

3. It also reduces the need for additional man power and resources to complete
transaction.

CRM SYSTEM USED BY FLIPKART

Customer relationship management is a way in which the companies maintain its

relation with its customer so that the customers maintain their loyalty towards the
particular brand.
Following are the ways in which Flipkart uses its CRM system:

1. Flipkart is that one company which has set itself on the foundation of
quickness, reliability, credibility, variety and quality, but mainly it uses CRM
as its differentiating factor.

2. Flipkart enjoys a huge customer satisfaction because it provides good customer

services.

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 3. Each and every detail is given to the customer via text email or app informing
about the package, order summary etc.

4. A customer can easily reach Flipkart customer care if they want to talk or have
some issue relating to their order.

5. Gathers efficient and pooling of customer order.

6. It helps to reduce the extra manpower and resources to complete the

transaction.

7. Flipkart reaches out to its customer through various platforms such as email,
customer care, text messages, etc.

8. It automates the repetitive prose.

STRATEGIC CRM:
Customer Management Orientation:
The company very firmly believes in the customer relation which is also clearly
shown in their tagline which says, “Making better our services promises”.
They believe that discount or coupons alone cannot adhere customer relation; rather
one has to look into customer needs and satisfy them for the flame to be kept going
on.

OPERATIONAL CRM:

1. Sales force automation:

35
2. Sachin and Binny Bansal
are ardent believers of
customer service and have
3. structured the company by
heavily focusing on
consumers. The company
4. philosophy echoes in their
tagline “making better our
service promise”. The
5. founders believe that huge
discounts alone cannot sustain
a successful
6. business and customer
satisfaction and preferences
need to be addressed to

36
7. keep the flame going.
Flipkart has built itself on the
core foundations of
8. reliability, quickness,
credibility, variety and quality.
9. Providing good customer
service enables Flipkart to
enjoy high levels of
10. customer satisfaction,
generate repeat business and
ensure positive word-of-
11. mouth. Senior management
believes that as the retail sector
evolves,
12. customer satisfaction will
be a key driver of success for
most brands an
37
Customer relationship management as it turns out is one of the most important
strategies which a company uses to make sure its customers are satisfied and loyal to
the company. CCRM also ensures that the customers’ needs are kept before them and
they are provided with all the facilities which they need. Therefore, Flipkart makes
sure to keep all these points in mind and provide the best to its customers and also
maintain a friendly yet professional relation with their customers.
2. Service automation:
Service automation aims to develop methods and tools for enabling business to
automate the value of co-relation between consumers and business (b to c), and also
between business to business (b to b).

ANALYTICAL CRM:

Customer knowledge discovery:

Flipkart has an amazing and fast recommendation section which helps the customer
understand what they need in the faster, better, seamless and effortless. The
recommendations systems help understand what the person needs and then shows
product accordingly and in which they are interested in an automated manner.
They help the customers in the following ways:
1. it helps the customer decide what they need

2. Helps the person find similar products they need.

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 3. Help them with having a complete shopping experience.

4. Help the customer get excited and show emotions like wow.

IMPACT OF CRM:

1. With the help of CRM, Flipkart have successfully attracted the audience of
strength 7.4 million or 74 lakh unique users every month growing gradually.

2. It also has a strong consumer base of 2.08 million from year 2012.

3. Through its strong e-CRM implementation, Flipkart has a website visit of 102
million.

4. The customers who tend to repeat the services are at 70% of net customers.

E-SELLING OF FLIPKART

Anyone selling new and authentic products on Flipkart is welcome. In order to begin
selling, for registration on flipkart as a seller uh must have following documents:

* GSTIN

*PAN card [personal PAN for proprietorship and Business PAN for business type]

*Bank account & KYC documents

* Address proof

1. Flipkart selling registration

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Register yourself at seller.flipkart.com.

List your merchandise under unique product categories. After all the required files
have been demonstrated and your vendor profile is complete, you can begin record
your products and start selling.
Once you registered yourself on Flipkart then you have to upload list of your product.
For uploading list, Flipkart will not charge any amount from you, but you must have
to pay small commission on your sale.
You are required to have a minimum of 1 listing (unique products).

2. Documents required.

Anyone selling new and authentic products is welcome. In order to begin selling, for
registration on flipkart as a seller uh must have following documents:

* GSTIN

*PAN card [personal PAN for proprietorship and Business PAN for business type]

*Bank account & KYC documents

* Address proof

3. Selling process

To begin selling on Flipkart, you are required to have a minimum of 1 listings

(unique products).
Once an order is received, pack the product and mark it as ‘Ready to Dispatch’. Our
logistics accomplice will select up the product and supply it to the customer. All you
need to do is keep it packed and ready for dispatch.

4. Order management

You can manage your orders through flipkart vendor dashboard, it makes simply
handy for you to control your orders. Whenever a customer places an order, flipkart
ship you an e-mail alert. You want to pack the order and preserve it prepared for
dispatch inside the time frame furnished by means of you and inform flipkart through
the seller portal. This will alert flipkart logistics partner to choose up the product from
you.

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5. Packing Material

Flipkart helps you to get packing material. flipkart is having a strong network of best
packaging fabric carriers in the industry. We can join you with them to get appropriate
quality packaging material which impresses the clients and ensures your products
remain undamaged.

6. Distribution of Amount

Once an order is efficiently dispatched, Flipkart will settle your charge inside 7-15
business days based totally on your seller tier.

7. Claim for damaged product

Flipkart has set up a Seller Protection Fund (SPF) to protect our sellers towards fraud.
You can request for SPF claim thru the seller dashboard. When the purchaser or
logistics associate is at fault, you will get hold of due compensation.
When your merchandise is broken in transit, you can elevate a declare underneath the
Seller Protection Fund. The refund relies upon on the state of affairs and product.

PRODUCTS OFFERED BY FLIPKART:

 Mobiles: Nokia, Samsung, Apple, Realme, Poco, Infinix etc.

 Fashion: Men’s Fashion, Women’s Fashion, Kid’s fashion etc.

 Electronics: LG, Samsung, Dell, Huawei, Sony, Panasonic, Intel

 Beauty Products: Skin Care, Makeup, Hair Care, Men’s Grooming,

Fragrances, Daily Essential Products etc.

 Appliances: Mixer, Microwave, Stove, Lamp, Torch, Clothing Iron, Water

purifier, Vacuum Cleaner etc.

 Home décor: Curtains, candles and Candle holder, Artificial Plant etc.

41
  Toys and Baby Care: Diapers, Baby bath tub, feeding supplies, Nursing
supplies, games and Stationery.

 Sports and more: Footwear, Fitness equipment’s, bat, ball and stump,
Hockey, Track pants, Resistance tubes, Skipping ropes.

 Foods: Dry fruits, oats, Coffee and Tea, Jam, Drink, Sweets and Chocolates,
Snacks and Cookies and many more.

 Furniture: Table, Desk, Chair, Bed, Dressing Tables, Book Shelf etc.

 Travel: Flipkart plans trip and book flights hotel etc.

 Gift Cards

 India’s Heritage: Handcrafted item from rural area of India.

 Flipkart Insurance

BILLION BY FLIPKART
Over the last 10 years, Flipkart has been fulfilling the wishes of Indians by making
high quality products affordable to them. As an e-commerce pioneer in India, Flipkart
has acquired unique, nuanced insights into the mindset and shopping behavior of
Indians — their needs and preferences, their likes and dislikes, and their perception of
price and value. This insight, combined with deep data-mining of customer feedback
and product reviews, uniquely places Flipkart to conceive and design high quality,
highly durable products that address the need-gaps of the Indian customer. In August
2017, Flipkart introduced Billion, a private label offering a range of high-quality
products made for Indians.

WHAT IS BILLION?

Billion is Flipkart’s first private label brand made in India for Indians. This new
private label from Flipkart offers a range of products including mixers, grinders,

42
cookware and backpacks. In the near future, the Billion product catalog will
encompass smartphones, t-shirts, electric irons, and more.

Flipkart Billion private label brand

WAIT, ANOTHER PRIVATE LABEL BRAND?

Billion is not just another private label brand. It is backed by the Flipkart guarantee,
and draws inspiration from the hopes and aspirations of a billion Indians. The name
also alludes to Flipkart’s ambition to fulfill the dreams of a billion shoppers on our
platform (currently, this number stands at over 100 million registered customers).
This Flipkart brand’s vision is to empower a billion Indians to have access to high
quality products without ever having to compromise on their wishes.

Flipkart Billion private label brand

THERE ARE A MILLION BRANDS, SO WHY BUY BILLION?

Besides a high emphasis on quality and durability, the Billion product catalog is
sensitively designed for Indian conditions — extreme climatic variations, rough use,
and wear and tear.

The products are backed by science, insight into customer behavior, and meticulous
data-driven research. The product team uses advanced technology such as machine
learning and sentiment analysis to study customers’ use patterns and pain points,
deriving insights to make the brand’s product range uniquely functional. Quality,
durability, and uniquely Indian — these attributes drive the promise upon which the
brand is built. Moreover, the brand is designed by Indians for India, and tested in real
Indian conditions.

As it evolves, the product team will leverage technology to understand the unvoiced
and unsolved needs of Indian customers. The team will also develop the technical
expertise to enable better demand prediction, refine designs through real-time
feedback, and improve speed to market.

Flipkart Billion private label brand

BILLION PRODUCTS ARE DESIGNED FOR INDIAN CUSTOMERS:

Indian shoppers are particular about price and quality. They are unwilling to
compromise on their needs and are yet discerning enough not to be lured into merely
buying labels and brands. They do their research, compare specifications, have high

43
expectations, and hold brands accountable for the promises they make. Billion is
targeted at such shoppers.

Consider these examples. One of the fastest-selling products from the new private
label’s stable, the Billion mixer-grinder, was suitably redesigned taking into account
the way in which customers use it. For instance, some of the insights that drove the
redesign were the Indian way of cooking, the common ingredients used, family size,
and space constraints in the kitchen. To suit the lifestyle of Indian customers, this
product has a larger jar, a longer power cord, and a faster motor with better load-
carrying capacity.

That’s not all. Billion cookware comes with a thicker non-stick coating, thoughtfully
designed with our customers’ cooking and dietary habits in mind. Backpacks from
Billion have been redesigned to make some space (at no extra price) keeping in mind
the fact that Indians love a lot of compartments and don’t travel light!

In the near future, the brand will also launch home-bred smartphones, t-shirts and
electric irons (locally known as iron boxes) designed especially for the Indian
customer.

Flipkart Billion private label brand

FLIPKART MAKE IN INDIA

In 2014, the Narendra Modi government initiated a bold campaign to empower

India’s manufacturing sector. Answering to the name of Make in India, this strategic
initiative exhorted Indian and multinational companies to promote manufacturing in
India. While Make in India fosters innovation and skill development at a grassroots
level, it is also a great opportunity to facilitate investment and build a world-class
manufacturing infrastructure.

In August 2017, Flipkart heeded the call and hopped on the Make in India bandwagon
with its homegrown private label, Billion. The brand’s supply chain team is working
with top-class domestic manufacturers known for great quality practices. They also
have a proven track record in worker safety and health, sustainability and
environment-friendly practices. The team is also working closely with these
manufacturers to further enhance their processes to deliver top notch quality.

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BILLION IS FOR INDIA

Billion is inspired by the call to make in India. The new private label combines
Flipkart’s deep customer understanding and commitment to making high quality
products affordable for Indians. It also respects and celebrates the wisdom of the
discerning Indian customer, who is price-conscious without compromising on quality.
Harnessing science and research to make for India, billion aims to make India, and
Indians, proud. Because Billion is for India.

CONCLUSION AND SUGGESTION:

India’s home-grown e-commerce giant Flipkart, you will see that the company never
lost faith in its investors and customers. Despite tough competition from arch rivals
Amazon, the company has been going strong despite many major changes in
leadership in the past few years.

The $16 billion backing by Walmart has proven to be a huge turning point, although it
meant the ousting of co-founder Sachin Bansal. In terms of revenue, the Big Billion
Days are performing quite well than its competitors.

E-commerce has become a huge part of our daily lives. Owing to the number of job
opportunities and huge business scope that the sector provides, every individual
should take up a course in e-commerce marketing.

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Flipkart is focusing on bringing back local brands to its platform to improve the
buying experience for its users. The business model of flipkart is all encompassing
and has several revenue generating streams. There is a lot to learn from the Flipkart
revenue model.

Flipkart’s competitors have made it develop a lot of in-house innovations and

inculcate best practices which have now become their standards. • Flipkart states that
they control more than 100,0000 transactions in a day whose volumes lay the
foundation of a profitable business. • They also aim in making their product
economically suitable for each and very customer

REFERENCES

 Srishti Dixena, Suman Sahu (2018). International Journal of Research in

Engineering, Science and Management Volume-1, Issue-12, December-2018
www.ijresm.com
 Prof. Abhishek Venkteshwar and Prof. Kiran L Maney (2019). International
Journal of Current Research Vol. 11, Issue, 10, pp.7938-7940, October, 2019.
 Priti Jeevan (2015). National conference on E- Learning, E business and E
Governance, SIMS 24th January 2015.
 Prashant Pathak (2020). ASIAN JOURNAL OF MANAGEMENT
RESEARCH Online Open Access publishing platform for Management
Research.

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 Dr. Priti Nigam, Dr. Keyurkumar Mnayak, Dr. Parimal H. Vyas (2019).
Volume : 5 | Issue : 2 | Feb 2019 | ISSN - 2249-555X
 www.talkwalker.com
 www.clariontech.com
 Marketing919.com
 www.quora.com
 Seller.flipkart.com

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