The e-tailer’s strategy for strengthening its market leadership position ahead of its stock listing rests on its ability to regain precious territory it had ceded to Amazon
March 26, 2021
11 Min Read
Barely a fortnight into the year, Flipkart employees received what should have been a routine agenda-setting email from their top boss. With a public share listing in their sights, a doubling down on various initiatives was expected. But one thing stood out, particularly in light of how matters had gone down a few years earlier.
In that email, Flipkart, its market leader position secure with its roots entrenched in India’s small cities and towns, signaled a return to the big cities. These were markets it had ceded to Amazon some years earlier to avoid a bleeding chase of big-spending shoppers—the top 2% of India’s ecommerce customers by purchasing power.