BANGALORE: Popular belief has it that parents of young Indians with coveted degrees from the Indian Institutes of Management or Technology, quail at the thought of their children giving up a job in a multinational corporation to start a business. However, when Sachin Bansal, a Computer Science Graduate from IIT-Delhi, landed his first posting at global retail major, Amazon, his family was happy but wanted to know when he would launch his own business, so they could look for a bride for him.
“In our community a person with a salaried job is less valued than someone who runs their own business,” says Bansal who quit Amazon after a year to kick start his own e-commerce venture Flipkart.com with fellow IITian Binny Bansal. “As it happened I was married within a few months of starting out on my own,” he says.
That was more than two years ago. Today, Flipkart.com is the country's largest online bookstore, selling more than five lakh books since its inception in end 2007. “We sell a book a minute,” says Bansal who started selling movies, music and games on the portal this fortnight.
It was no cakewalk though. Flipkart could count only family and friends as customers in the initial months. “The first real order came nearly four months after the launch when we were able to source a customer request for the book ‘Leaving Microsoft to Change the World',” says Binny Bansal, who also worked at Amazon for eight months before launching Flipkart.
For one, the two Bansals had to bet on word-of-mouth marketing amongst peers, college mates, friends, blogs and social media networks such as Facebook and Twitter to find new customers as they had to keep their budget tight. “We had spent just about Rs 4 lakh to set up the business in the initial days,” says Sachin.
The partners, who moved to Bangalore with their jobs, would park themselves at the entrance to some of the city’s largest book fairs, distributing flyers to announce the launch of Flipkart. “The bookstore owners were very tolerant, they rarely objected to our presence,” he says.
“In our community a person with a salaried job is less valued than someone who runs their own business,” says Bansal who quit Amazon after a year to kick start his own e-commerce venture Flipkart.com with fellow IITian Binny Bansal. “As it happened I was married within a few months of starting out on my own,” he says.
That was more than two years ago. Today, Flipkart.com is the country's largest online bookstore, selling more than five lakh books since its inception in end 2007. “We sell a book a minute,” says Bansal who started selling movies, music and games on the portal this fortnight.
It was no cakewalk though. Flipkart could count only family and friends as customers in the initial months. “The first real order came nearly four months after the launch when we were able to source a customer request for the book ‘Leaving Microsoft to Change the World',” says Binny Bansal, who also worked at Amazon for eight months before launching Flipkart.
For one, the two Bansals had to bet on word-of-mouth marketing amongst peers, college mates, friends, blogs and social media networks such as Facebook and Twitter to find new customers as they had to keep their budget tight. “We had spent just about Rs 4 lakh to set up the business in the initial days,” says Sachin.
The partners, who moved to Bangalore with their jobs, would park themselves at the entrance to some of the city’s largest book fairs, distributing flyers to announce the launch of Flipkart. “The bookstore owners were very tolerant, they rarely objected to our presence,” he says.
Thanks to their control on budget, the company broke even in just six months, in March 2008 and the first thing they did was to rent an office and hire a helper. At the end of their first year of operations the business had grown enough for the Bansals to hire a team of six. “We had to sell at lower rates and also make sure that every customer had the order delivered at his doorstep,” says Sachin. They relied on free shipping, discounts and personalised service to build the business.
The sales picked up once Flipkart extended cash-on-delivery system to customers across 25 cities. And soon it was in the radar of venture capital firms. “The online retail business (excluding travel, classifieds, content) is worth at least $150 million and is growing very rapidly,” says Subrata Mitra, partner at private equity firm Accel India, which invested Rs 4 crore in Flipkart.com in mid 2009.
This helped the e-commerce outfit focus more on expanding its reach and increase its offerings built largely around strong regional content. Flipkart, with six million titles and the promise of free shipping across the country, claim to be the largest online bookstore in India. The site also has nearly 20,000 movie titles including English, Hindi, Bengali, Malayalam, Kannada, Tamil, Telugu, Punjabi and Bhojpuri movies and 12,000 music titles in Hindi, English, vernacular and instrumental music. The games catalogue includes games for devices like PS, PS2, PS3, Ii, Xbox and PCs.
But there are others such as Indiaplaza.in, Rediff Books and the web version of offline store Landmark, fighting in the non-travel e-commerce market that industry experts estimate at $100 million in India.
“Multi-category retail is the way to make profits in this business, I do not think an online store that sells a single category of products can build traffic, grow sales and be profitable,” says K Vaitheeswaran, co-founder of Indiaplaza.in, an online shopping mall that was set up by a team that built the country's first e-commerce company FabMart over a decade ago.
As consumer demand for new products and services creates more opportunity for young Indians to build businesses of their own, the Bansals’ decision to strike out on their own while still barely a year and a half out of college is paying them rich dividends. “By the end of March 2011 we hope to be a Rs 100 crore company,” says Sachin Bansal for whom enterprise is clearly the calling card of choice.
