PROJECT REPORT ON

EMERGING TRENDS IN INDIAN RETAIL MARKETING THROUGH

E-COMMERCE:
CASE STUDY ON COMPARATIVE STUDY BETWEEN MYNTRA.COM
AND FLIPKART.COM

SUBMITTED BY
SHARMEEN M. BAIG
T.Y.B.M.S. SEMESTER V

UNDER THE GUIDANCE OF

PROF. SMITAL RUNWAL

SUBMITTED TO
UNIVERSITY OF MUMBAI

THROUGH
SMT. KAMALADEVI GAURIDUTT MITTAL
COLLEGE OF ARTS & COMMERCE
2013-2014

DECLARATION

I, SHARMEEN M. BAIG of SMT. K.G.MITTAL COLLEGE ARTS &

COMMERCE of T.Y.B.M.S (Semester-V), hereby declare that I have completed
the project on EMERGING TRENDS IN INDIAN RETAIL MARKETING
THROUGH E-COMMERCE: CASE STUDY ON COMPARATIVE STUDY
BETWEEN MYNTRA.COM AND FLIPKART.COM in the academic year
2013-2014.

The information submitted is true and original to the best of my knowledge.

Date: ________________

_______________
(SHARMEEN M.

BAIG)

CERTIFICATE

This is to certify that, MS. SHARMEEN M. BAIG, student of T.Y.B.M.S. has

successfully completed project on EMERGING TRENDS IN INDIAN RETAIL
MARKETING THROUGH E-COMMERCE: CASE STUDY ON
COMPARATIVE
STUDY
BETWEEN
MNTRA.COM
AND
FLIPKART.COM in the academic year 2013-14 under the guidance of PROF.
SMITAL RUNWAL.

___________________
PROF. SMITAL RUNWAL
(PROJECT GUIDE)

____________________
DR. SUHASINI ARYA
(COLLEGE PRINCIPAL)

___________________
DR. LEENA GADKARI
(BMS CO-ORDINATOR)

___________________
EXTERNAL EXAMINER

PROJECT GUIDE CERTIFICATE

I, PROF. SMITAL RUNWAL, hereby certify that the project titled EMERGING
TRENDS IN INDIAN RETAIL MARKETING THROUGH E-COMMERCE:
CASE STUDY ON COMPARATIVE STUDY BETWEEN MYNTRA.COM
AND FLIPKART.COM is carried out by MS. SHARMEEN M. BAIG of
T.Y.B.M.S. (Semester-V), SMT. K.G.MITTAL COLLEGE OF ARTS &
COMMERCE in the academic year 2013-2014.

She has completed this project under my guidance and supervision and the
information submitted is true & original to the best of my knowledge.

Date: ___________________

___________________
PROF. SMITAL RUNWAL
(PROJECT GUIDE)

ACKNOWLEDGEMENT

At the outset, I would first like to thank the University of Mumbai for giving me an
opportunity to do such an innovative project in the Fifth semester.
I would like to extend my sincere gratitude and appreciation to the BMS
Coordinator, DR. LEENA GADKARI who gave me the opportunity to do this
project work and project guide PROF. SMITAL RUNWAL who introduced me to
the project EMERGING TRENDS IN INDIAN RETAIL MARKETING
THROUGH E-COMMERCE: CASE STUDY ON COMPARATIVE STUDY
BETWEEN FLIPKART.COM AND MYNTRA.COM. It has indeed been a
great experience working under her during the course of project. I would like to
express my gratitude for her unconditional support, invaluable advice and guidance
provided throughout this project.
I am highly obliged to our college Principal DR. SUHASINI ARYA for giving me
an opportunity to conduct a detailed study and analysis of the topic relevant to my
project.
My thanks are to my parents & all other friends and well-wishers who have helped
me at various levels. Last but not the least I would like to thank all those who
directly or indirectly helped me in giving the final touches to the project. I once
again thank all of them whole heartedly.

Date: ___________________

___________________
(SHARMEEN M. BAIG)

INDEX

SR. NO

TOPIC

PAGE .NO

EXECUTIVE SUMMARY
INTRODUCTION
1.

E-COMMERCE IN INDIA: EVOLUTION, GROWTH AND

1-5

CHALLENGES
2.

EMERGING TRENDS IN RETAILING IN INDIA

7-11

3.

TECHNOLOGY ADVANCES RETAIL: IMPROVING MARGINS

12-19

USING WIRELESS NETWORKS

4.

CHALLENGES AND CONTRIBUTION OF

RETAILING IN INDIAN

20-24

ECONOMIC SCENARIO
5.

ONLINE ADVERTISING OF RETAIL MARKETING

25-31

6.

ONLINE CUSTOMER VALUE AND CUSTOMER SERVICE

32-34

7.

RETAIL ELECTRONIC PAYMENT SYSTEM IN INDIA

35-43

8.

ETHICAL AND LEGAL ISSUES IN E-COMMERCE

44-47

9.

CASE STUDY: COMPARATIVE STUDY BETWEEN MYNTRA.COM

48-65

AND FLIPKART.COM
10.

PRIMARY DATA: SURVEY

CONCLUSION
BIBLIOGRAPHY

66-79
80

EXECUTIVE SUMMARY

My project describes how online retail industry has emerged in India and tells us about the size
& status of online retail industry in India. It gives information about the competitors, their
market share, and their product line and highlights success features. It also presents data on how
the E-commerce has captured the retail market, a brief study of technology used in retail store.
The project throws light on problems and challenges of the Indian retail Industry, growth
opportunities and strategies to be adopted for growth in this industry.
The project also covers a brief study of advertising and customer value and service the biggest
players in the Indian online retail Myntra and Flipkart with reference to their presence, market
share, product offerings, marketing strategies, success factors etc. It also includes a comparative
case study between Flipkart.com and Mytra.com.
Finally, the project gives information about the trends in retailing & perception towards online
marketing and its purchasing through online with the help of data collected by the survey
method. It also gives conclusions drawn from the survey.

INTRODUCTION

I, SHARMEEN BAIG, student of TYBMS have taken the topic of EMERGING TRENDS IN
INDIAN RETAIL MARKETING THROUGH E-COMMERCE: CASE STUDY ON
COMPARATIVE STUDY BETWEEN MYNTRA.COM AND FLIPKART.COM.
I chose this topic because the online shopping is constantly booming and it has tremendous scope
in the future and I wanted a more deep insight and knowledge about it. I was also extremely
curious about this topic to explore various aspects and benefits of this topic.
Online marketing has become an important issue for many businesses around the world which
have any form of commercial presence on the net. This topic provides lots of useful information
and insight to the topic.
The selected topic is online retail marketing as it becomes necessity in every one life. It has got
tremendous scope in future and various to be known as we therefore various new trends in online
retail marketing need to be studied.
Nowadays most of the people like The Online Marketing (TOM) shop online. Hence it plays a
very important role to survive in the competitive market which helps the customer to get easy
availability of wide of options as per their expectation.