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Product cover image for Amazon's KiranaNow: The Indian Online Grocery Market

Amazon's KiranaNow: The Indian Online Grocery Market

Tripti Ghosh Sharma; Satvik Chundru; Rashi Aggarwal; Aadya Gupta; Mayank Singh

Product #:9B17M038
Supplier:Ivey
Discipline:International Business, Strategy
Setting:India, 2016
Details:Case (PDF) • 14 pages • 2017-03-07

Subjects:

Environmental sustainabilityBusiness managementInternational businessStrategy

Industries:

Goods, trade, and consumer services

Geography:

IndiaAsia
Your Price:$9.71

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In 2015, the Indian retail industry contributed around 10 per cent to India’s gross domestic product, and online retail had a growth rate of 85 per cent. In the same year, food and grocery made up 60 per cent of the Indian retail market, and the online grocery segment was estimated at US$600,000. To capture its share of this market, Amazon India launched its own online grocery arm, KiranaNow, with a marketplace model. As it set out to carve out a space for itself in the online grocery market, KiranaNow faced challenges related to merchandising, managing human resources, customer perceptions, and technology hurdles, including the question of whether its chosen business model was sustainable. The company needed to overcome these challenges to find success in the Indian online grocery market.

Learning Objectives

This case focuses on the business model adopted by Amazon’s KiranaNow for Indian consumers, taking into account the various market forces. The case is framed around the strategic management and marketing management perspectives of the Indian online grocery market. It uses both the political, economic, social, technological, environmental, and legal (PESTEL) framework and Porter’s “five forces” analysis to evaluate this market, and covers the following major areas:
  • Industry analysis
  • Competitive positioning
  • Evolution of business models, and the pros and cons of the different models
  • Increasing competition and implications for consumers
  • Appreciating the sustainability of chosen business models
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Case Study: Amazon's KiranaNow: The Indian Online Grocery Market (English version) | Ivey Publishing