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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><keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> aims to produce and deliver “mobile first” and “interactive” video content. </li><li>It has brought on board Oscar-winning producer Guneet Monga to curate content. </li><li>The first series to go live on the platform is a celebrity interview based show with Bollywood producer Farah Khan. </li></ul>Flipkart announced the launch of Flipkart video originals, which will mark the e-commerce giant’s official debut in original content. With its foray into original content, Flipkart aims to produce and deliver “mobile first” and “interactive” video content. It has brought on board Oscar-winning producer Guneet Monga to curate content for it. It also partnered with production houses like Studio Next, Frames and Sikhya Productions for original films. The first series to go live on the platform is a celebrity interview based show with Bollywood producer Farah Khan. “When we launched our Video platform earlier this year, our agenda was clear and we were keen to play a role in on-boarding new customers who are not necessarily new to the internet, but are new to e-commerce. There is an existing gap that needs to be filled and at Flipkart, we saw an opportunity to create great video content which is easier for people to consume, that is mobile-first,” said Prakash Sikaria, Vice President - Growth &amp; Monetization at Flipkart. Flipkart’s entry into the <keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword> space comes at a time when the sector is heavily crowded by big players like Amazon Prime, <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>, Hotstar among others. In August this year, when Flipkart had announced its video platform, it marked an entry into the exact sweet spot where its competitor Amazon was. Amazon Prime Video bundles content with a prime membership for its e-commerce platform. Prime Video shot to popularity because of its affordable plans which offered all its benefits – free and faster shipping of products, video and music – all in one membership. Amazon Prime also produced Indian shows like Made in Heaven, 4 More Shots Please, tailoring them to local needs. But it's not the only new-age company to venture to an OTT platform. Zomato too launched ‘Zomato Originals’ in September where it offered 18 original shows each of which had episodes ranging between three to fifteen minutes. See also: <a href="https://www.businessinsider.in/zomato-launches-video-platform-in-competition-with-netflix-amazon-prime-hotstar/articleshow/71112736.cms">Zomato launches its own video platform with original shows</a> <a href="https://www.businessinsider.in/flipkart-wants-to-be-an-indian-company-even-though-walmart-owns-it/articleshow/71345817.cms">Flipkart wants to be an ‘Indian’ company even though Walmart owns it</a>

Flipkart brings an Oscar-winning producer on board as it starts producing video content

<ul><li>Founded in 2007, <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> has been a Singapore-registered entity since 2011 and is today owned by US retail giant Walmart. </li><li>The US retail giant owns a 77% stake in Flipkart, which it acquired in 2018 for a whopping $16 billion. </li><li>However, Flipkart wants to stress on the ‘home grown’ part as competition from <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> grows.</li></ul>The competition is India’s e-commerce space is hotter than ever before. Amazon, Flipkart, and now, Reliance are fighting each other tooth and nail for the multi-billion dollar online retail pie in India. Flipkart’s Big Billion Days <keyword id="6371194" type="UNKNOWN" weightage="20" keywordseo="sale">Sale</keyword> kicking off today will be the 2nd mega sale for online shoppers this year after Amazon’s Prime Day. But burning cash through discounts isn’t enough to sustain the business, and all the players know that. Brand differentiation will be key. With that in mind, Flipkart is going for the ‘home grown’ tag. “We have very less focus on what the competition is doing but instead we focus on what customers are looking for. We take pride in every single thing we have done, it’s a local playbook, it’s not an adaptive playbook from somewhere else. Everything that we do our team brings us together, it’s not something that has happened in the US,” Flipkart’s Chief Corporate Affairs Officer Rajneesh Kumar told Business Insider in an interview. The fact is that Flipkart, founded in 2007, has been a Singapore-registered entity since 2011 and is today owned by US retail giant Walmart. The US retail giant owns a 77% stake in Flipkart, which it acquired in 2018 for a whopping $16 billion. Flipkart’s visionary founders Sachin Bansal and Binny Bansal, have now both left the organization, even though Binny continues to hold stake in the e-commerce company. This is not the first time. The company in multiple<a href="https://www.livemint.com/companies/news/with-an-eye-on-next-200-mn-internet-users-flipkart-introduces-hindi-interface-1567510409958.html"> interviews</a> has stressed upon being a ‘home-grown company’. And Flipkart isn’t shy of turning to Walmart when it’s needed. When talking about how Flipkart has a huge focus on the grocery segment, Kumar said, “We have a huge backing of our parent company which is best in grocery. Walmart’s business is 60-70% in food, so whenever Flipkart seeks the help, we can get the best practices.” However, Kumar is quick to add that, “Walmart really wants to ensure that the Flipkart DNA of entrepreneurial ability sustains. We call it the soft hug.” Amazon too calls itself ‘India’s Apni Dukaan’ Amazon founder Jeff Bezos had famously said, “Amazon is India’s apni dukaan’. Bezos’ gesture acknowledged India’s huge internet market where e-commerce still hasn’t seen its full potential, According to <a href="https://timesofindia.indiatimes.com/business/india-business/amazon-india-gross-sales-to-hit-32bn-in-4-yrs-report/articleshow/70883574.cms">reports</a>, Amazon expects to have a 35% market share in India by 2023, with the Indian market making up for 4% of its total global sales. The number of online shoppers in India is expected to grow exponentially and both Amazon and Flipkart do not want the ‘outsider’ image to hamper their prospects. Ashwin Raghunath contributed to this article.

Flipkart wants to be an ‘Indian’ company even though Walmart owns it

A <a href="http://www.businessinsider.in/searchresult.cms?query=morgan+stanley&amp;sortorder=effectivedate">Morgan Stanley</a> mutual fund marked down <a href="http://www.businessinsider.in/searchresult.cms?query=flipkart&amp;sortorder=effectivedate">Flipkart'</a>s valuation and pegged its worth at nearly $5.37 billion. This is the fifth time the mutual fund marked down <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword>’s valuation. 
 As per the filing, <keyword id="48670" type="CITY" weightage="100" keywordseo="Morgan-Stanley">Morgan Stanley</keyword> The mutual fund assessed the value of its Flipkart shareholding to be $50.51 apiece as of December, down 3.1% from its September estimate of $52.13 apiece and 64.5% lower from its June 2015 estimate of $142.24 apiece. 
 
It has marked down <a href="http://www.businessinsider.in/searchresult.cms?query=flipkart+valuation&amp;sortorder=effectivedate">Flipkart's valuation</a> in September last year by 38.2%. Apart from Morgan Stanley, other mutual fund investors such as T Rowe Price, Fidelity and Valic, too, have marked down Flipkart's worth the past year. 
 
However, Flipkart has always maintained the valuation markdowns are just theoretical exercises and its worth will be decided when it raises new financing. 
 
Flipkart will raise funds and is in talks with US-based online marketplace<a href="http://www.businessinsider.in/searchresult.cms?query=ebay&amp;sortorder=effectivedate"> eBay</a> to raise about $800 million at a valuation of $10-12 billion. 
 "In March, we will be in an extremely good growth momentum, going back to 40% year-on-year growth and then accelerating over the next year,” <keyword id="6364080" type="PERSON" weightage="20" keywordseo="Binny-Bansal">Binny Bansal</keyword> said in an interview to ET in December.

Morgan Stanley MF marks down Flipkart's valuation yet again; values it at $5.37 billion

In a bid to ramp up the operations, technology and ethnic offerings, <a href="http://www.businessinsider.in/searchresult.cms?query=flipkart&amp;sortorder=effectivedate">Flipkart</a> raised the annual budget of <a href="http://www.businessinsider.in/searchresult.cms?query=myntra&amp;sortorder=effectivedate">Myntra</a>. <keyword id="319719" type="COMPANY" weightage="100" keywordseo="Myntra">Myntra</keyword>, which was acquired by <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword> in 2014 for $300 million, will also use the budget to invest in at least three small to medium ethnic brands. "This year we got 25% extra money from the Flipkart board," said Myntra CEO <keyword id="6397414" type="UNKNOWN" weightage="20" keywordseo="Ananth-Narayanan">Ananth Narayanan</keyword>. "We will just invest in those brands and that will eventually be run by the entrepreneurs. In addition to our operating budget, our board has asked us to thoughtfully invest more in areas such as technology and brands which will help us continue on our growth trajectory and achieve profitability by March 2018," Narayanan told ET in an interview. Flipkart has funds to rake in Myntra as it had raised $1.4 billion funding from global giants <keyword id="10387" type="CITY" weightage="20" keywordseo="Microsoft">Microsoft</keyword>, eBay and WeChat-investor Tencent. Narayanan said, “The additional budget will boost Myntra's chance of reaching its milestone of becoming profitable by March 2018 along with <a href="http://www.businessinsider.in/searchresult.cms?query=jabong&amp;sortorder=effectivedate">Jabong.com</a>.”

Flipkart is pumping money in Myntra to ramp up operations; hikes annual budget by 25%

After the row over delayed <keyword id="3164003" type="UNKNOWN" weightage="20" keywordseo="flipkart-jobs">Flipkart jobs</keyword>, <keyword id="60501" type="COMPANY" weightage="20" keywordseo="IIM-Bangalore">IIM Bangalore</keyword> is trying to engage with students to understand how they want to go forward. 
	 The institute which follows a student-driven recruitment process, says it has offered to help its 20 affected students (11 by <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> and 9 by other startups) in every way possible. 

	"Nothing is imposed on students. Our campus sees a recruitment process decided by students, and so they are the ones to take a call on everything around it. We are allowing them options as per their choice," says Sapna Agarwal, Head Career Development at IIM Bangalore. 
 

	The institute is helping students find other jobs if they don't want to wait by facilitating interviews with other companies. 
	 
	Meanwhile, several students across IIMs in the country are also opting for internships in the meanwhile. 
 

	Notably, IIM Bangalore has not blacklisted any startup from its placement process so far, however, students are free to decide if they want to sit for these interviews.

IIM-Flipkart row: This is how IIM Bangalore is standing by its students in their hour of need

If everything goes as planned, soon you would have a real-time shopping experience on your smartphone. Yes, Flipkart is planning to develop a mobile application, which will also enable you to shop along with your friend. 
 
Chief Product Officer Punit Soni said Flipkart is focusing on delivering such an experience and for this the company will align its infrastructure and engineering resources. 
 
If Flipkart is able to do it, this will mark a change from its present mobile app and tech infrastructure, which is largely for desktop applications. 
 
"We haven't really figured out what mobile commerce really is. In real life, shopping is a very different experience," Soni told Economic Times in an interview. 
 
In an effort to give razor sharp competition to its rivals, like Amazon, Flipkart will have to be completely overhauled. 
 
"To do that, you have to reinvent your infrastructure so that it is truly mobile-oriented," said Soni. 
 
He is already planning to hire talent from across the globe for this. 
 
"If Flipkart has to be a global company, we should be able to hire the best people across the world," he said, hinting that Flipkart will hire more people from the Bay Area, where the density of such talent is higher. 
 
"Our ability to succeed in the next three to four years will depend on solving these problems," Soni told ET. 
 
One of the challenges for Soni would be to build this experience without hurting the eCommerce’s existing business. 
 
"If you come from a world of desktops, how do you reinvent your infrastructure without destroying what you already have," he said. 
 
(Image:Reuters)

Flipkart’s mobile App to be a game-changer in e-commerce. Know how

<ul><li><keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> has announced a Furniture Experience Centre in Bengaluru.</li><li>With a 1,800 square feet space, Flipkart joins <keyword id="864887" type="COMPANY" weightage="20" keywordseo="Pepperfry">Pepperfry</keyword> and <keyword id="6368309" type="UNKNOWN" weightage="20" keywordseo="urban-ladder">Urban Ladder</keyword> who had long before launched offline experience studios.</li><li>Flipkart is working with Google to launch Google Lens at these stores.</li></ul>Indian online retail giant Flipkart has made its offline debut, announcing its furniture experience centre in Bengaluru. With this move, Flipkart is in direct competition with Pepperfry, Ikea, Urban Ladder. "As a customer-focused organisation, we understand the requirements of customers and hence 'FurniSure'. The idea behind the FurniSure Experience Zone is to allow customers to explore Flipkart Furniture's offerings in a new and innovative fashion,” <a href="https://economictimes.indiatimes.com/industry/services/retail/flipkart-comes-with-first-offline-presence-with-furniture-experience-centre-in-bengaluru/articleshow/70421687.cms">said </a>Flipkart Vice-President (Furniture, Electronics and Private Label) Adarsh Menon. The retailer is also working with <a href="https://economictimes.indiatimes.com/industry/services/retail/flipkart-comes-with-first-offline-presence-with-furniture-experience-centre-in-bengaluru/articleshow/70421687.cms">Google</a> to integrate Google Lens at these stores for a better viewing experience for the consumers. Flipkart’s decision to open a 1,800 square feet experience centre comes at an important time in the country’s furniture industry. Swedish furniture giant Ikea is expanding its presence in India, both online and office. Ikea launched its first store in Hyderabad in 2018. Even before its second massive store in Mumbai opens, it has started taking <a href="https://timesofindia.indiatimes.com/business/india-business/before-store-opens-ikea-to-go-online-in-mumbai/articleshow/70285600.cms">orders online</a>. On the other hand, <keyword id="6368349" type="UNKNOWN" weightage="20" keywordseo="Online-Furniture">online furniture</keyword> marketplaces too realised the need to go offline. Pepperfry had launched its first offline studio in 2014. Since then, they expanded to 65 studios across 28 cities. In fact, in every city that Pepperfry has launched a studio, the sales had doubled. “While we don’t sell directly through our offline studios, they contribute significantly to our sales. Close to 40% of our overall turnover comes from the online bookings made at these studios,” Mihir Kulkarni, Vice President and Head of Omnichannel expansion, Pepperfry told Business Insider in an earlier interview. Meanwhile Urban Ladder, which had reported losses of ₹4.59 billion in 2016-17 and ₹1.17 billion in 2017-18, too <a href="https://www.livemint.com/companies/news/urban-ladder-says-omni-channel-calls-paying-off-to-boost-revenue-this-year-1548422228810.html">believes</a> that the omni-channel strategy with offline retail points would help turn their story around.

Flipkart goes offline with furniture, as did its rivals Pepperfry, Urban Ladder

At a time when major smartphone manufacturers like Mi and <a href="http://www.businessinsider.in/searchresult.cms?query=Motorola&amp;sortorder=effectivedate">Motorola</a> are opting for <a href="http://www.businessinsider.in/searchresult.cms?query=Amazon+India&amp;sortorder=effectivedate">Amazon India</a> as their exclusive partner to launch their newest offerings, <a href="http://www.businessinsider.in/searchresult.cms?query=Nextbit&amp;sortorder=effectivedate">Nextbit</a> has chosen to look the other way. 
 The San Francisco based ‘cloud first’ company has picked Indian <keyword id="35621" type="UNKNOWN" weightage="40" keywordseo="e-commerce">e-commerce</keyword> segment leader <a href="http://www.businessinsider.in/searchresult.cms?query=Flipkart&amp;sortorder=effectivedate">Flipkart</a> to launch its Robin smartphone for an asking price of Rs 19,999. When asked why they chose <a href="http://www.businessinsider.in/searchresult.cms?query=Flipkart&amp;sortorder=effectivedate">Flipkart</a> over Amazon, <keyword id="3377756" type="UNKNOWN" weightage="60" keywordseo="NextBit-India">NextBit India</keyword> Head <keyword id="3377757" type="UNKNOWN" weightage="60" keywordseo="Shankar-Parasaram">Shankar Parasaram</keyword> said, “They’re (<keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword>) doing very well and offered us the best support, so why not!” 
 
The Nextbit Robin hits pre-order today and will be shipped from 30th May. The company, however, confirmed shipping products directly to Flipkart’s warehouses across the country. Flipkart will then take care of stocking and logistics. “They’ve done a lot of hand-holding for us”, Parasaram said. He refused to share the number of devices shipped initially. 
 
The Nextbit Robin features a 5.2-inch Full HF display. Under the hood you get a Qualcomm Snapdragon 808 processor mated to 3GB of RAM, and 32GB of internal storage with no memory card expansion. Nextbit will also offer over 100 GB of cloud storage, for those looking for additional storage space, you can even back up apps to the cloud automatically when you run out local storage. 
 Until recently, <keyword id="11148" type="CITY" weightage="60" keywordseo="Motorola">Motorola</keyword> had always got Flipkart on board as an exclusive partner for the devices that it intended to sell. However, it recently dropped Flipkart in favour of Amazon for the Moto G4 launch. 
 
Amit Boni, Motorola India Head recently said in an <a href="http://www.news18.com/news/tech/why-motorola-chose-amazon-as-exclusive-partner-for-moto-g4-1245510.html">interview</a>."Evaluation of strategy and evaluation of route-to-market dictate what partners do we go with. And Amazon is an amazing partner in India." 
 
When asked about news reports of <a href="http://www.businessinsider.in/searchresult.cms?query=e-commerce&amp;sortorder=effectivedate">e-commerce</a> companies slashing incentives, Parasaram is dismissive. “We didn’t feel any of that. However, there’ll be no flash sale. People said it’s painful for consumers. It’ll be an open sale, and we’ll try to replenish the stock as soon as we can”, he said. 
 
NextBit is not considering offline distribution or other online partners as of now.

Why NextBit refused to go the Moto
way, and chose Flipkart as an exclusive partner

<ul><li>Indian e-commerce giant <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> has partnered with 27,000 kirana stores across 700 cities.</li><li>Interestingly, Reliance Jio for its grand e-commerce debut too is working with kirana stores.</li><li>Flipkart hopes to reach out to Tier 2 and 3 cities faster with this partnership.</li></ul>Walmart-owned Flipkart brought 27,000 kirana stores onboard to ensure last mile delivery ahead of <keyword id="2546729" type="PERSON" weightage="20" keywordseo="Big-Billion-Day-sale">Big Billion Day sale</keyword>. Kirana stores are Indian equivalents of mom and pop stores. Flipkart is leveraging its in-house tech solution called the ‘Allocation Engine’, to help automate allocation of shipments to delivery agents and partners, including kiranas. “Our approach to inclusivity for last-mile partners is guided by the synergies we share. After digital payments, the next big revolution in Kirana is going to be ushered in conjunction with e-commerce,” said Kalyan Krishnamurthy, CEO of Flipkart Group in a statement. ‘Big Billion Days will re-invent kirana stores as convenience stores’ Krishnamurthy hopes this initiative will re-position and re-invent kirana stores as convenience stores from an e-commerce perspective, while offering them a new source of revenue, making it a win-win situation. But Mukesh Ambani, chairman of Reliance Industries too has his eyes on Indian kirana stores. Ambani has interests in retail and looking to launch e-commerce vertical too. “The main purpose of new commerce is to completely transform the unorganised retail market, which accounts for 90% of India's retail industry. The 30 million merchants and kirana shop owners, who generate direct and indirect livelihoods for over 200 million, form the backbone of India's commerce ecosystem.” he said at his annual general meeting in August this year. While Flipkart hasn’t yet announced the dates of its Big Billion Day sale, it might coincide with Reliance Jio’s e-commerce entry. Meanwhile for Flipkart, this latest initiative is a step towards reaching out to the cities where most of its consumers are – in Tier 2 and 3 cities. They had also launched a Hindi app to gain its next 200 million consumers. “Almost 50-60% of our business comes from Tier 2 and 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 in an interview, adding that he hopes the upcoming sale will surpass the previous highs. See Also: <a href="https://www.businessinsider.in/flipkart-big-billion-day-sale-2019-date-and-preparation/articleshow/70977185.cms">Big Billion Day sale is clashing with a severe slowdown but here's why Flipkart is confident</a>

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