Context and background
A whopping 190 million Indians (15% of the Indian population) are e-tail customers. Flipkart is a pioneer and a loved brand in India across Metro and Tier 2 cities. Growing at an exponential rate, the market value of the e-commerce industry in India is estimated to reach $200 billion by 2027. COVID-19, demonetisation and digitisation has accelerated this growth. Therefore, while we have strong tailwinds, the brand is on a growth curve and in the market development stage, it is important to further sharpen the core CVP and/or core differentiator to:
- Retain the existing set of customers...