Case study 6: Junglee.com: Amazon's entry in India

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.