Taking on Amazon: Flipkart-Myntra Merger




Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

Abstract

The acquisition of Myntra (India’s largest fashion e-tailer) by Flipkart (India’s biggest e-tail company) brought together two of the biggest e-tailers in India. Made possible by common investors, the acquisition would enable Myntra to leverage on Flipkart’s infrastructure, while allowing Flipkart to strengthen its portfolio of product offering. This consolidation is seen as a response to taking on Amazon which has made big plans for Indian market.

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Issuess

The case is structured to achieve the following teaching objectives:

  • Evaluate the Acquisition of Myntra and its potential synergies
  • Study the benefits of the deal to Flipkart and Myntra
  • Evaluate the impact of the deal on Indian e-commerce industry
  • Analyze the future challenges which Indian ecommerce players could face with the global majors focusing on India.This case is meant for MBA/MS students as a part of the Merger and Acquisition/ Business Strategy curriculum.

Contents
Introduction
Indian Online Retail (E-Tail)Industry
Flipkart: Leading E-tailer In India
Myntra: Leader In Fashion E-Tail
Funding From Various Leading Venture
Acquisition By Myntra
The Acquisition
The Deal
Synergies
Road Ahead
Exhibit

Keywords

Flipkart, Myntra, Amazon, Deal, Acquisition, online retail industry, e-tail, Leading e-tailer in India, Gross Merchandise Value, GMV, valuation, Flyte, Funding, Venture capital, Private equity, Bansal, swap ratio, Synergies, Sachin, Binny, Mukesh

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