Abstract

The case “IndiaMART – The Evolving B2B Marketplace” talks about the growth of IndiaMART InterMESH Ltd. (IndiaMART) in the Indian B2B marketplace and the solutions provided by it for the buyers and sellers on its platform. Initially, IndiaMART catered to the needs of the exporters by listing them on its website and creating websites for them. Gradually with the changing economic conditions, IndiaMART gravitated toward the domestic SMEs (Small and Medium Enterprises). The case provides details about the way IndiaMART facilitated business between sellers and buyers through its platform. The company’s innovative technological solutions that enabled business interactions are described. Its impact on the Indian B2B marketplace is discussed, apart from the various challenges faced by it. The case ends with a glimpse into the future opportunities for the company that had targeted achieving Rs. 2000 crore (Rs. 20 billion) in revenues by the year 2020.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Explore the key aspects of the e-Marketplace for B2B companies.
• Analyze the various modes through which buyers and sellers in the B2B space connected in an e-Market
• Evaluate the challenges in creating a B2B marketplace.

Keywords

IndiaMART; B2B marketplace; e-Market Models; E-Commerce Industry; Payment Platforms; B2B Business Models; Marketing Strategies for Industrial Products; Organizational Buying Behavior; Challenges in E-Business; e-Marketplace; Business Directory; Classifieds Platform; SMEs (Small and Medium Enterprises); e-Market Maker; Subscription Model