Abstract

The case is about the foray of Flipkart, the largest online marketing store in India, into digital music. Flipkart launched Flyte, an online music store in India in February 2012. In a very short time, Flyte became hugely popular. The case analyzes the strategies followed by Flyte and the challenges it faced in providing DRM-free legal music downloads to a nation where free downloads were the norm. It also examines the challenges Flyte was likely to face with the entry of iTunes into India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The strategies followed by the Flipkart to establish Flyte
• The challenges Flyte faced in a market that is accustomed to free music downloads
• Flipkart’s entry into e-books and the challenges it could face.

Keywords

Flipkart, Flyte, Online Music Stores, DRM-free music, MP3, download, online music, Apple, i-Tunes, Pirated music, e-books