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<ul><li>In an interview with Business Insider, Rajneesh Kumar, Chief Corporate Officer, Flipkart shares why this Big Billion Day sale is going to be the biggest for the company. </li><li>Looking at the access and affordability construct, Flipkart has also launched Hindi language content in its app. </li><li>The e-commerce giant, now owned by Walmart, is looking to beat the consumption slowdown with a wider pool of sellers, better outreach, and discounts. </li></ul>Walmart-owned Flipkart is prepping for its biggest annual event – The Big Billion Day sale. There will be 50 new brands and a record number of sellers on its platform but the biggest question facing any brand or marketplace is -- where are the buyers? The 12-year old e-commerce startup that has grown into a giant in its own right is using at least three tools to get users to spend-- Hindi, loyalty discounts, and a wider pool of sellers and, therefore, more product offerings. “Almost 50-60% of our business comes from Tier-2 and Tier-3 cities. With Hindi content, the selection and range of offers has been updated and tens and millions of new consumers can access the app a preferred language,” Rajneesh Kumar, Chief Corporate Officer, told Business Insider, adding that he hopes the upcoming sale will surpass the previous highs. According to the firm, Hindi will be a formidable force in garnering the next 200 million users. The platform may bring in other languages too in the days to come. “We have deployed around 80-90 per cent of our resources towards Bharat with our Hindi interface being one of the biggest catalysts in this transition,” Kumar said. Content is not restricted to offers alone. Flipkart’s latest offering is video, much like the popular Amazon Prime. Flipkart video was recently launched in Android, and will offer regional content to users. Indian consumers love discounts. Moreso, in the current environment of gloom. Flipkart is hoping that its loyalty discounts, the supercoins, will come in handy in the Big Billion Day sale. “The loyalty programme is platform agnostic, so users can access different partners like Ola or buy from a different platform,” he explained. Consumption in India has slowed down across product categories The e-commerce giant has shifted its focus to smaller cities and towns, and that is where the cash crunch is the most acute at this point in time. “Even if the market is a bit slow, the marketplace does more listings at a time when the market is a bit slow,” Kumar said adding that, for the first time in the company’s history, there will be over 30,000 artisans, weavers, handicrafts sellers, as well as mom-and-pop stores looking to tap into the online demand during the ongoing festive season in Indian retail. Fashion is a key category for Flipkart in the Big Billion Day sale As many as 40% new customers, especially from cities and towns in Eastern part of India, have come to Flipkart to buy apparels and accessories. “Fashion is a huge play for us this festive season as well. Our recent partnerships with Lifestyle, H&amp;M and Nautica are testament to the fact that the consumption story is strong and brands are looking forward to capitalise on this festive season,” the company said. SEE ASO: <a data-type="tilCustomLink" target="_blank">Indians bought OnePlus 6T, Samsung Galaxy M10 and Apple XR within minutes during the Amazon Prime Day Sale</a>

Big Billion Day sale is clashing with a severe slowdown but here's why Flipkart is confident

<ul><li>Amazon and Flipkart accounted for 90% of the e-tailer market share during the Great Indian Festival and the <keyword id="3093683" type="PERSON" weightage="20" keywordseo="Big-Billion-Days-sale">Big Billion Days sale</keyword>.</li><li>Amazon India claims it saw the highest sales across all online shopping platforms, according to a Neilsen report.</li><li>Flipkart market share during the sale season was higher than Amazon at 60-62% as per a Redseer report.</li></ul>The festive season sales split the e-tailer market share between Amazon India and Flipkart. Their combined market share was 90% in terms of merchandise volume, with Flipkart leading at 60-62% and Amazon India coming in at 28-30%. Flipkart and Amazon achieved sold a record ₹19,000 crore of goods in 2019 -- a growth of 30% over the previous year, according to a Redseer report. Where Flipkart leads in volume, Amazon claims to have the highest sale transactions across all online shopping platforms, according to a Neilsen report. Great Indian Festival "The first wave of the Great Indian Festival was our biggest celebration ever with Amazon.in — witnessing highest share of transacting customers and purchases across all marketplaces in India," said Amit Agarwal, senior vice president and country head of Amazon India. The company states that customers from 99.4% of India’s postal codes placed an order during the sale. On the busiest day of the sale more than 600 flights were in transit delivering Amazon products. Despite the economic slowdown, Amazon claims that there was growth in customers availing credit options on the site. There were 1.5 times as many customers opting for EMIs during this year’s sale as compared to last year. Every one in two customers was availing a credit option was doing so for the first time, doubling the amount of new-to-credit customers. The fashion category brought in the most amount of new customers for Amazon. More than 1 million fashion items were sold within the first 24 hours of the sale going live. Overall, nearly 15,000 sellers on Amazon India saw their sales double and thousands of them recorded their highest sales ever during the first day of the Great Indian Festival. Big Billion Days Smartphone sales were the secret to Flipkart dominating the market share, according to the Redseer report. The company claims that this has been the biggest festive season for the mobiles category on their platform. More 20 different smartphone sold more than 100,000 units each during the Big Billion Days sale. Where mobile phone sales contributed to volume, the fashion category brought in new customers. It saw a 70% growth in sales over last year and brought in 40% of the new users that logged onto Flipkart. Overall, Flipkart clocked in 70 billion views across all categories. Note: This article has been updated to include the results from the Redseer report.

Amazon and Flipkart took 90% market share during the Great Indian Festival and Big Billion Days sale

What could be the better bargain period than this when India's three biggest online market places – <a href="http://www.businessinsider.in/searchresult.cms?query=Flipkart%2C+Snapdeal+">Flipkart, Amazon India and Snapdeal</a> - touted discounts of as much as 80% during this festive season? 
 Alas! The enthusiasm of early birds was dampened somewhat as there were few eye-popping deals on the first day on <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword> or Amazon India on the latest gadgets and fashion brands. 
 
But brands were relieved that their efforts to rein in price cuts had worked, confirming the trend of <a href="http://www.businessinsider.in/searchresult.cms?query=e-Commerce+firms+">e-Commerce firms</a> moving away from extravagant discounts. 
 
Instead they are focussing on better financials. 
 According to industry executives, deep discounts were available on online only and e-Commerce-focused products such as those made by <keyword id="71696" type="COMPANY" weightage="60" keywordseo="Micromax">Micromax</keyword>, Onida, BPL and <a href="http://www.businessinsider.in/searchresult.cms?query=Motorola">Motorola</a>, and on older models of gadgets and smartphones. 
 
And a similar trend was witnessed in <a href="http://www.businessinsider.in/searchresult.cms?query=apparel+and+accessories">apparel and accessories</a>. This marked a sharp departure from last year, when the latest models of <keyword id="6354606" type="COMPANY" weightage="60" keywordseo="iPhone">iPhone</keyword>, <keyword id="173725" type="ORGANIZATION" weightage="80" keywordseo="Samsung-Galaxy">Samsung Galaxy</keyword> phones and Sony televisions were on sale. The e-Commerce firms offered maximum discounts on their in-house apparel brands where margins are twice that of other clothing. "None of our fresh merchandise is on discount except old or last-season stock," said J Suresh, chief executive of Arvind Lifestyle Brands, which sells brands such as Gap, US Polo, Wrangler and Calvin Klein. 
 Lets’ know how the big three – <keyword id="541988" type="COMPANY" weightage="100" keywordseo="SnapDeal">Snapdeal</keyword>, Flipkart and Amazon India – planned to rob customers this year! 
 
1. Conservative Approach: These companies are more conservative this year, ordering about 1.2 times the normal stock for the discount period unlike last year when they were targeting to grow sales by five times. "The focus is surely on margins and profitability," Suresh said. 
 
The chief of a leading shoe brand said deep discounting of 60-80%, which is usually offered during end-of-season sales by the ecommerce firms, was missing on the first day. "The madness was not there and even I was expecting good deals on international brands for my personal purchase where discounts were hardly 4-10%," he said, requesting anonymity. The absence of deep discounts on the hottest items is good news for brick and mortar retailers, who have been suffering on account of lower prices online. 
 
2. The Big E-tailing Rivalry: After Flipkart announced the October13-17 campaign, Amazon and Snapdeal announced similar exercises—a point that a company executive brought up. "Random thought: Checked out TOI. Looks like we set the dates for when others do their festival sales :)! Go BBD!," Flipkart chief product officer Punit Soni tweeted. Rohit Bansal, cofounder of Snapdeal, tweeted: "Looks like India has chosen @snapdeal as the app of their choice this festive season!" 
 
Flipkart said it "saw 25 items sold per second." The company said 10 lakh products were sold in the first 10 hours with 6 million visits from across the country. "This is pushing the limits, the volumes are much higher than last year," said Naman Sarawagi, cofounder and CEO of FindYogi, a chat-based shopping assistance app. 
 
On Monday, Snapdeal said that it sold five mobile phones every second as it racked up total sales of $100 million. Amazon India claimed that the first day of the festive sales was the biggest day in its history, four times bigger than the peak of last Diwali. Traffic from mobile was over 70% and lakhs of new customers came from cities like Aurangabad, Malappuram, Dhanbad, Kannur, Tiruchirappalli, Jamshedpur and others. 
 3. Ambulance On Standby: Most visitors were from cities like <keyword id="6354321" type="CITY" weightage="40" keywordseo="Bengaluru">Bengaluru</keyword>, Delhi and Chennai. Ludhiana, Lucknow and Bhopal were among the top cities from non-metros, said Flipkart, where employees have been working round the clock to keep systems stable. Flipkart set up shuttle services for employees to be picked up and dropped and even put an ambulance and masseurs on standby. 
 
"With over 20 million visits from across the country on the first day, the fashion sale has been a big hit amongst our customers. For electronics - it will be even bigger on 15th October as we have lined up a range of smartphone launches for our customers from brands like <a href="http://www.businessinsider.in/searchresult.cms?query=Google">Google</a>, <keyword id="11148" type="CITY" weightage="60" keywordseo="Motorola">Motorola</keyword>, <keyword id="6357456" type="CITY" weightage="80" keywordseo="Huawei">Huawei</keyword>, Intex and Micromax. All these new launches will have aggressive launch and exchange offers along with exciting bank discounts," a Flipkart spokesperson said. 
 
About 1.5 million shoppers bought goods worth over $100 million from Flipkart during the sale in 2014 but the site stuttered as a large number of people sought to access the site. This year's Billion Days sale is expected to be five times in size, according to one Flipkart employee who requested anonymity. 
 Amazon and Flipkart started their festive season sales on Tuesday while Snapdeal kicked things off on Monday. Discounts were attractive on online-exclusive smartphone brands such as Motorola, <keyword id="874458" type="COMPANY" weightage="80" keywordseo="Xiaomi">Xiaomi</keyword>, Yu Yuphoria and <keyword id="2210217" type="UNKNOWN" weightage="60" keywordseo="oneplus">OnePlus</keyword> 2. Price cuts were also offered on baby products, general merchandise, home decor and personal care products. The sale will carry on until the end of the week. 
 
Flipkart said there had been a surge in app downloads in anticipation of the sale. 
 
"It's great to see 1.6 million app installs in the last two days, which is a great indicator that India has been preparing well for The Big Billion Days," said Mukesh Bansal, head of commerce platform at Flipkart. The sale was off to a relatively glitch-free start. Flipkart, which was hit by glitches last year owing to heavy traffic, has staggered its app-only discounted sales over five days, across various categories such as fashion, home appliances, electronics and books. 
 
(Image: Indiatimes)

No extravagant discounts from Flipkart or Amazon this year!  They are focusing on stronger financials instead

<a href="http://www.businessinsider.in/searchresult.cms?query=flipkart&amp;sortorder=effectivedate">Flipkart</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=amazon&amp;sortorder=effectivedate">Amazon</a> are going to launch sale season this month and it’s going to be a sort of war for the top slot. Both the online marketplaces will be offering <a href="http://www.businessinsider.in/searchresult.cms?query=sale+season&amp;sortorder=effectivedate">heavy discounts</a>, as much as 80% on leading brands. They will be offering cashbacks and discounts much to the consumers’ delight. <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword> will be celebrating its 10 years and call its sale period ‘Big 10’ which will begin from May 14 and end on May 18. Even <a href="http://www.businessinsider.in/searchresult.cms?query=myntra&amp;sortorder=effectivedate">Myntra</a> will hold it sales during this time. Whereas, <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword>’s Great India Sale will begin from May 11 to May 14. A Flipkart spokesperson told ET this is the first time it is organising a five-day sale outside 'The Big Billion Days' sale, which was held from October 2 to 6 last year. He said in addition to the discounts, the marketplace will offer 10 big benefits to all customers. Apart from consumers, this will be a good time for sellers as well who will try to make up for the losses made during demonetisation. "Flipkart has indicated that discounts will be massive for its 10th anniversary sale,” a top online seller told ET. "Maximum focus on will be smartphones, televisions, consumer electronics, fashion and accessories. Amazon's discounting will be widespread across categories. However, it too will have a larger share of deals in the categories that Flipkart will focus on to wrench some market share,” a seller told ET.

Flipkart Vs Amazon! Sale war to begin with heavy discounts; here’s the deal

India's largest e-retailer <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword> has rearranged the top-level roles in its core marketplace business, so that it can see a boost in its sales and improve its seller ecosystem. 
 
Samardeep Subandh, who had joined <a href="http://www.businessinsider.in/Flipkarts-ad-business-can-promote-brands-by-playing-with-data-analytics-and-customised-searches/articleshow/52308147.cms">Flipkart </a>as its marketing head in December 2015, will now look over as the head of categories and would report directly to CEO <a href="http://www.businessinsider.in/Flipkart-duo-Sachin-and-BinnyBansal-make-it-to-2016-TIMEs-List-of-100-Most-Influential-People-in-the-World/articleshow/51929491.cms">Binny Bansal</a>. 
 
Having worked with several FMCG giants like HUL and Marico, Subandh has over a decade of experience in sales and marketing. In his new role, he is expected to help boost sales for multiple categories, especially mobiles and appliances, which has been a major growth area for Flipkart and is currently under competition with <a href="http://www.businessinsider.in/Tiger-global-reduced-Amazon-stake/articleshow/52308087.cms">arch rival Amazon</a>. 
 
As per the new arrangement, Subandh would have Amit Bansal (head of large appliances), Rishi Vasudev (head of fashion retail) and Adarsh Menon (head of electronics and automobiles) reporting him. 
 
Also read: <a href="http://www.businessinsider.in/Beware-Flipkarts-Ekart-is-making-a-disruptive-entry-into-courier-service/articleshow/52341141.cms">Beware! Flipkart’s Ekart is making a disruptive entry into courier service segment</a> 
 
In other news, former MobileStore COO Ajay Veer Yadav has also joined Flipkart as VP of mobiles category so that Flipkart can counter aggressive moves from Amazon India. 
 
<a href="http://static.nextbigwhat.com/wp-content/uploads/2016/03/16115824/Flipkart.jpg">Image source</a>

Flipkart rearranges top level to regain lost position in online mobile sales

<ul><li>Fashion retail startup <keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword>’s <keyword id="3197885" type="PERSON" weightage="20" keywordseo="End-of-Reason-Sale">End of Reason Sale</keyword> started on June 21 and concluded on June 25. </li><li>During the sale, Myntra saw a 3X rise in the traffic to its platform.</li><li>It also acquired 4.8 lakh new customers.</li></ul>Indian fashion retail startup Myntra just concluded its annual End of Reason Sale and it has many reasons to gloat. Over 2 million customers bought 9 million items on the site, across the five-day sale. Myntra’s traffic went up by three times on its platform during the sale period. It also registered a whopping 7,100 orders per minute at its peak. “So far, we have acquired 4.8 lakh new customers and a significant portion of the sales came from tier 2 and 3 cities. With 12,500 kirana stores under the MENSA ((Myntra Extended Network Through Store Activation) network supporting last mile deliveries, we have been delivering over 6 lakh shipments per day,” said Amar Nagaram, head of Myntra Jabong. The company also said that members of its loyalty program – Myntra Insiders – contributed to about 42% of the overall sales. Interestingly, Myntra’s in-house brand Roadster sold 1.35 million products. In May 2019, Myntra also launched an offline store <a href="https://inc42.com/buzz/myntra-self-checkout-roadster-go-store-bengaluru/">Roadster Go </a>in Bengaluru, and plans to launch 100 such offline stores in the next two years. Myntra is a part of one of India’s biggest e-commerce startup <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword>, after the latter acquired it in 2014.

Myntra's biggest annual sale had 2 million shoppers and the fashion e-tailer sold over 7,100 items every minute

India’s largest online marketplace <a href="http://www.businessinsider.in/searchresult.cms?query=flipkart&amp;sortorder=effectivedate">Flipkart</a> has tightened its return policy and from now on you won’t be able to return few of the products available on the <a href="http://www.businessinsider.in/searchresult.cms?query=ecommerce&amp;sortorder=effectivedate">e-commerce</a> site. <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword>, which may lose customers due to return policy, wants to cut operational costs. It will no longer offer refunds on products such as mobile accessories, personal care appliances, computer and camera accessories, office equipment, and game and smart wearables. Flipkart won’t even return <a href="http://www.businessinsider.in/searchresult.cms?query=mobilephones&amp;sortorder=effectivedate">mobile phones</a>, large appliances and furniture. Company’s website stated the refunds are not offered. All sales are final for these categories. Flipkart has always been viewed as liberal e-commerce player but this move might impact traffic. "Flipkart's new refund policy... can be best described as penny wise and pound foolish. This may temporarily reduce the burn rate, but will alienate customers in the long term,” an <keyword id="436047" type="UNKNOWN" weightage="20" keywordseo="Ecommerce">ecommerce</keyword> industry executive who tracks Flipkart told ET. "Our customers can request for refunds through the self-service option on over 1,150 product categories of the 1,800 available, which constitutes about two-thirds of all the categories on Flipkart. In fact, Flipkart processes about 25,000 refunds on a daily basis, 60% of which are instant, where customers don't have to wait to get their money back,” Flipkart’s spokesperson told ET. A larger window of 30 days is open for exchange of products in select categories such as clothing, footwear, eyewear and fashion accessories. "This is all about reducing cost of operations and making every sale a final. There is a huge cost attached to return of any product and also in reprocessing or repackaging it for another sale. This is very similar to offline retail where the cost of return is on the customer,” Devangshu Dutta, chief executive at Third Eyesight, a consulting firm focused on retail, told ET.

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