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Introduction
It initially sold books, films & TV shows and then came with the plan to sell mobile
phones & cameras.
Initially when Amazon entered the market only 50 million people in India were active
users of internet. But only 40% of those internet users made online purchases.
Today 475 million that is 40% of the Indian population are internet users being
second largest internet userbase in the world. As India is one of the biggest platform
for e-commerce giants like amazon, flipkart etc
This research is to study how Amazon entered Indian market and the various
strategies used by them to penetrate Indian market.
Online shopping was not so well known in India when the e-commerce gaint amazon
entered in the market. Was amazon able to reach the customers initially when there
was already flipkart leading in the indian market. This study explores the strategies
used by Amazon to succeed in indian market.
OBJECTIVES
HISTORY OF AMAZON
Amazon was founded by Jeff Bezos in 1994. In 1998 it started to sell music and
videos internationally by taking over online sellers of books in United Kingdom and
Germany. In 2002, it started Amazon Web Services which included data on web site
popularity, Internet traffic patterns and other statistics for developers and marketers.
Amazon in India
Amazon entered India with junglee.com in Feb 2012 which was just a price
comparing site not a portal to buy products online but started operations in June
2013. It had to enter into indian market as India have billion plus people. But the
advantage was that more than 60% of people were under age of 35 and there was
rising level of disposable income. But only 35% of people were using internet and
cash transaction was more. The organization launched its site Amazon.in, offering
clients a wide variety in books, motion pictures and TV programs. On the first day of
its tasks, Amazon India had gotten in excess of 10,000 orders. In an extremely short
timeframe, Amazon India has turned into a power to figure with in the Indian online
shopping space.
Amazon India as of now offers a huge number of items on its foundation and has a
large number of enlisted users. Amazon India presently offers items across different
classifications, for example, cell phones, PCs and accessories, men's and women's
apparels, books, sports and fitness, electrical and electronic products, films, music,
infant items, toys, grocery products etc
Amazon India also works a Global Store, where clients can purchase directly from
dealers in the United States. Recently, Amazon Prime was started in India in 2016,
which gives clients access to different services, for example, video streaming, music,
digital books, latest offersetc. Amazon India presently delivers to a large portion of
the functional PIN codes in India. It has in excess of 20,000 Indian dealers and 41
fulfilment centres across 13 states.
VISION
"Our vision is to become a trusted and meaningful sales channel for retailers of all
sizes across India,"
BENCHMARK PRACTICES
It is one of amazons initiative which was aimed at connecting with dealers all over
India. For a large number of our Indian merchants, tea or chai as we like to call it,
is a significant piece of their lives. From anticipating that morning cup of chai to
begin the day to the second cup of chai during the evening to refresh you and
keep you dynamic – these chai breaks are an extraordinary method to have talks
about business, individual issues or online selling. Along these lines, advancing
for the benefit of our vendors and gaining by this chai culture all over India,
Amazon structured an eye getting 'Chai Cart', which could without any difficulty
travel through the narrow lanes of Indian markets educating sellers about the
advantages regarding beginning an online business and helping them learn the
whole procedure over a cup of Chai.
Amazon Chai Cart visited various markets the nation over pulling in merchants,
producing interest, serving them a cup of Chai and clarifying the advantages of
selling on Amazon. The thought, 'Chai toh hai Bahana, Maksad hai aapka vyapar
Badhana' was generally acknowledged.
The Chai Cart served as an extraordinary break and a stunningly better business
open door for dealers. Retailers and entrepreneurs looking for development were
convinced by the opportunities given by Amazon, enlisted themselves and
became a part of Amazon's undertaking to develop their organizations all over
India on the spot. In a time of four months, the group travelled across 31 urban
cities (15,280 Kms), served 37,200 cups of tea and connected with more than
10,000 vendors.
It also won a gold award in the most INNOVATIVE CREATION OF A NEW
MEDIUM section at NEON awards given by Exchange for Media.
Amazon Tatkal
Amazons COO Amit Agarwal has told that the customers in each and every
corner of India should be able to buy products in amazon. Global e-commerce
giant amazon concentrates on each geographic portion of India's online retail
market. When many e-commerce executives told that it was time for e-commerce
companies to concentrate on target markets amazon disagreed with the
statement. It wants to be a platform for anyone trying to find anything like buying
anything online by anyone and any seller to sell anything online.
REFERENCES
https://www.forbes.com/sites/mohanbirsawhney/2018/04/30/7-ways-that-amazon-is-winning-
by-acting-glocally-in-india/#24e4331561c1
https://www.business-standard.com/article/companies/amazon-india-to-open-45-offline-
kiosks-in-20-cities-soon-117090700067_1.html
https://inc42.com/buzz/amazon-india-continues-its-focus-on-logistics-adds-5-more-fulfilment-
centres/
https://www.livemint.com/companies/news/amazon-launches-military-veterans-employment-
programme-in-india-1566822767400.html
https://www.quora.com/Is-Amazon-an-Indian-company
https://hbr.org/2016/07/how-amazon-adapted-its-business-model-to-india