Case study 6: Amazon's entry in India

Sanjit Kumar Roy, Rajdeep Chakraborti

Research output: Chapter in Book/Conference paperChapterpeer-review

1 Citation (Scopus)


On February 02, 2012, announced the launch of its much awaited Indian website called (Junglee means wild in Hindi). Speaking on this occasion, Mr. Amit Agarwal (Amit), VP, commented that, We are excited to give customers in India a single online starting point where they can shop a wide selection of products sold by local and global retailers, and make informed purchasing decisions. True to the promise, was comprised of a selection of a wide variety of Indian and global brands. Another unique feature of was that the customers had access to both online and offline buying options, including, in 1 place. At the time of launch included 10.2 million products with the option of buying from hundreds of online and offline retailers, which included well known Indian retailers like Homeshop18, UniverCell, FabIndia. The current selection on Junglee consists of around 9 million books, and products worth more than US$ 3 million from approximately 14,000 Indian and global brands. The site has more than 25 product categories, including consumer durables, books, music and jewellery.

Original languageEnglish
Title of host publicationMarketing Cases from Emerging Markets
PublisherSpringer-Verlag London Ltd.
Number of pages13
ISBN (Electronic)9783642368615
ISBN (Print)3642368603, 9783642368608
Publication statusPublished - 1 Dec 2014
Externally publishedYes


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