Taking on Amazon: Flipkart-Myntra Merger

Taking on Amazon: Flipkart-Myntra Merger
Case Code: BSTR464
Case Length: 19 Pages
Period: 2007 - 2014
Pub Date: 2015
Teaching Note: Not Available
Price: Rs.500
Organization: Flipkart, Myntra
Industry: Online Retail
Countries: India
Themes: Merger and Acquisition
Taking on Amazon: Flipkart-Myntra Merger
Abstract Case Intro 1 Case Intro 2 Excerpts


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.


The case will help the students to:

  • 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



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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