Competition gets hotter: Flipkart ups its game against Amazon with new offerings

by FP Staff  May 9, 2014 11:09 IST

Flipkart isn't taking its mantle of one of India's leading e-commerce players lightly and has been developing new products and services at lightning speed, especially with giant competitors like Amazon also picking up the pace.

The latest offerings from Flipkart's stable are the Flipkart First service and virtual branded stores.

Similar to the Amazon Prime service available to US e-shoppers, Flipkart First is a annual subscription-based service that affords members a host of perks. According to a company release, the benefits include:
- Free Shipping for all their orders
- Free In-a-Day Guarantee Delivery
- Same Day Guarantee Delivery at a discounted price
- 60 Days Replacement Policy

The Indian e-tailer, however, did not reveal the annual subscription fee.

And that's not the only thing Flipkart is doing to gain an edge over the competition. In a bid to step upits fashion focus, Flipkart is developing branded online stores as subsets of the site, the Times of India reports."We choose the brands only if we believe that there are very strong brand loyalists wanting to buy that brand," Shoumyan Biswas, senior marketing director at Flipkart told the newspaper.

By tying up with top lifestyle brands like Puma, Flipkart hopes to rope in online shoppers from a younger demographic and Tier-II and Tier-III cities.