Abstract
Alice Mathew, recently bought a T-shirt for her younger son from Snapdeal because it was offering a “better deal”. “The price difference was almost Rs. 100 for the same product on Flipkart.com,” says Mathew, an assistant professor at Mount Carmel College, Bangalore. Her rationale: “When I shop online, I look for the best deal and the best product. It doesn’t matter which site I’m shopping from.” Her shopping philosophy is hardly unique in the Indian context. The Indian online customer is typically vendor-agnostic and seeks the lowest price for the product of his/her choice. The online marketplace has become a vast hunting ground for the best deals, with multinational and Indian e-commerce giants fighting it out to offer the best prices to lure the fickle deal-seeking Indian customers.
Our team can continue to think big, innovate, and raise the bar for customers in India. At current scale and growth rates, India is on track to be our fastest country ever to a billion dollars in gross sales.
—Jeff Bezos, Founder of Amazon.com
Amazon has quietly ramped up its India operations and aggressively added merchants on its site. It will certainly fight to become the number one in the e-commerce space in India.
—Arvind K. Singhal, Chairman and MD, Technopak
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Roy, S.K., Charaborti, R. (2017). Case Study 5: Amazon.in: Surviving in a Jungle. In: Roy, S., Mutum, D., Nguyen, B. (eds) Services Marketing Cases in Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-32970-3_6
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