Flip the coin: Refreshing / rehauling / reforming the way we understand customer behaviour

Flipkart, an Indian e-commerce company, reframed its understanding of key target audiences – and of Indian society in general – to better target its business.

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:

  1. Retain the existing set of customers...
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