Flipkart Flyte - India's iTunes



Case Code : CLBS133
Publication date : 2013
Subject : Business Strategy
Industry :Digital Music, e-commerce
Length : 04 Pages


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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

TThe 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.


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.


Flipkart.com (Flipkart), the largest online retailer in India, marked its entry into the digital content market by launching an MP3 download service called Flyte Digital Music Store (Flyte) on February 27, 2012. Flyte offered a wide range of music collections across several genres. The files downloaded from Flyte were Digital Rights Management (DRM) free and could be downloaded by paying per track or per album.

Within a short span of time, Flyte became India's largest legal online music store, with 600,000 downloads in five months. According to the founders of Flipkart, Sachin Bansal (Sachin) and Binny Bansal (Binny), "We believe no one has the kind of range that Flyte offers – whether it comes to other streaming services or physical stores. Online purchases are also more convenient as compared to physical music purchase."...

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

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