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Case Study 6: Junglee.com: Amazon’s Entry in India

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Marketing Cases from Emerging Markets

Abstract

On February 02, 2012, Amazon.com announced the launch of its much awaited Indian website called Junglee.com (Junglee means “wild” in Hindi). Speaking on this occasion, Mr. Amit Agarwal (Amit), VP, Amazon.com 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, Junglee.com was comprised of a selection of a wide variety of Indian and global brands. Another unique feature of Junglee.com was that the customers had access to both online and offline buying options, including Amazon.com, in 1 place. At the time of launch Junglee.com 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.

If you look at our corporate culture, we’ve always had a customer obsession, and we’ve always been pioneering.

---Jeff Bezos, Amazon.com.

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Notes

  1. 1.

    Schneider, L. (2013).

  2. 2.

    Perez, E. (September 19, 1995).

  3. 3.

    Hazleton, L. (1998).

  4. 4.

    Ibid.

  5. 5.

    Ibid.

  6. 6.

    Business Week (4 Feb. 2002).

  7. 7.

    Ibid.

  8. 8.

    Ibid

  9. 9.

    Ibid.

  10. 10.

    Schneider, L. (2013).

  11. 11.

    Schneider, L. (2013).

  12. 12.

    Ibid.

  13. 13.

    www.amazon.com

  14. 14.

    One of the major nationwide providers of communication services in the USA and operates and uses the globally dominantGSMtechnology platform. VoiceStream is a member of The GSM Alliance, L.L.C., a consortium of U.S. and Canadian digital wirelessPCScarriers.

  15. 15.

    Business Wire (28 Nov 2000).

  16. 16.

    Ibid.

  17. 17.

    A leading publishing house who publishes books related to the leading edge computer technologies.

  18. 18.

    Press Trust of India.

  19. 19.

    PTI (2 Feb. 2012).

  20. 20.

    http://www.wikinvest.com/stock/Amazon.com_(AMZN)

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Author information

Authors and Affiliations

  1. Department of Marketing and Advertising, Coventry Business School, Coventry University, Priory Street, Coventry, CV1 5FB, UK

    Sanjit Kumar Roy

  2. IBS Hyderabad, Hyderabad, India

    Rajdeep Chakraborti

Authors
  1. Sanjit Kumar Roy
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  2. Rajdeep Chakraborti
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Correspondence to Sanjit Kumar Roy .

Editor information

Editors and Affiliations

  1. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Dilip Mutum

  2. Fac. of Business, Environment & Society, Coventry University, Coventry, United Kingdom

    Sanjit Kumar Roy

  3. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Eva Kipnis

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Roy, S.K., Chakraborti, R. (2014). Case Study 6: Junglee.com: Amazon’s Entry in India. In: Mutum, D., Roy, S., Kipnis, E. (eds) Marketing Cases from Emerging Markets. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_9

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