E-BUSINESS ASSIGNMENT INDIA PLAZA Group 9 By, Abhimanyu Bharadwa !i"hi #o$%&ha 'idhyaa 'idhyaa # Na(ni$a Sawan$ Di"ha Bharadwa Ni)hi)a P #
*IST+!
India India pa.a pa.a wa" wa" an India Indian n %%&$ %%&$ron roni& i& &omm% &omm%r& r&%% India India pa.a pa.a wa" wa" on% o/ $h% pion% pion%%r %r"" in $h% onin% "hoppin0 "pa&% in India1 I$ wa" %ari%r )nown a" 2ab ma or Indra ma, a/$%r whi&h $h% &ompany a&3uir%d US-ba"%d onin% "hoppin0 /irm Indiapa.a1&om and r%brand%d i$"%/ a" Indiapa.a1in in India, and a" Indiapa.a1&om in $h% Uni$%d S$a$%", whi&h w%r% a$%r m%r0%d in$o a "in0% w%b"i$%1 Th% &ompany wa" /ound%d by Mr # 'ai$h%%"waran, )nown a" 2a$h%r o/ %-&omm%r&% in India, i" $h% /ound%r and 4E+ o/ Indiapa.a1&om1 *% wa" i"$%d amon0"$ $op 56 p%op% in Indian In$%rn%$ indu"$ry by Pi$&h ma0a.in%1 *i" %7p%ri%n&%, ambi$ion and %//or$" ha(% $o0%$h%r &han0%d $h% &our"% o/ hi"$ory in $h% onin% r%$ai "pa&%1 *% wa" $h% /orm%r %mpoy%% o/ 8ipro1 A/$%r "p%ndin0 : y%ar" in $h% Muru0appa Group and 8ipro In/oT%&h in (ariou" bu"in%"" d%(%opm%n$ ro%", h% wa" bi$$%n by $h% in$%rn%$ bu0 and &o-/ound%d 2abmar$1&om in 999 ; India<" /ir"$ pur%-pay onin% r%$ai &ompany In =un% 999 'ai$h%%"waran and /i(% o/ hi" /ri%nd" /ound%d, India<" /ir"$ onin% d%par$m%n$a "$or%1 Th% w%b"i$% wa" aun&h%d in S%p$%mb%r 999 whi&h $h%n o//%r%d ony mu"i& 4D" /or "a%1 "a%1 B%$w%% B%$w%%n n 2%bruary 2%bruary and +&$ob%r +&$ob%r 5666, 5666, $h% w%b"i$% w%b"i$% in$rodu in$rodu&%d &%d addi$ion addi$iona a &a$%0ori &a$%0ori%" %" in&udin0 boo)", mo(i%", wa$&h%", and 0ro&%ri%"1 In 5665 $h%y /ound 2ab ma whi&h i" India<" /ir"$ in$%0ra$%d o//in% and onin% r%$ai &ompany1 Th% 2abma1&om wa" $h% %adin0 in$%rn%$ r%$ai%r, and $h% 2ab ma &hain o/ 0ro&%ry "$or%" w%n$ on $o b%&om% "u&&%""/u and
wa" a$%r a&3uir%d by Adi$ya Bira Group and r%brand%d a" >Mor%< &hain o/ "$or%" in =anuary 566?1 In 566@ 2abma1&om a&3uir%d US ba"%d Indiapa.a1&om and $hu" $h%y aun&h%d $h% Indiapa.a1&om $o "%r(% &u"$om%r" wordwid% Th% business was 7-8 years ahead of its time. Th% main &ha%n0% wa" $o 0%$ &u"$om%r" who w%r% r%u&$an$ $o u"% r%$ai "%r(i&%" onin% du% $o "%&uri$y i""u%"1 Bu$ $h% "hi/$ wa" happ%nin0. I$ $oo) a /%w y%ar" on0%r, "o i$ mad% $h%m a /%w y%ar" ah%ad o/ i$" $im%, bu$ $ha$ i" o)ay1 E(%n $oday $h%y "$i b%i%(% in $wo $hin0", %-&omm%r&% $oday in India i" "$i ou$ $h%r% in $h% /u$ur%1 S%&ond, %-&omm%r&% in India i" no$ 0oin0 $o happ%n b%&au"% o/ onin% r%$ai%r" i)% India pa.a or anybody %"%, i$ wi happ%n wh%n o//in% r%$ai%r" "u&&%""/uy 0o onin%1 Tha$ i" $h% r%a $ippin0 poin$1 And, $ha$ i" /%w y%ar" away1
IN4+!P+!ATI+N In =un% 999, /i(% /ri%nd" # 'ai$h%%"waran, ' S Sudha)ar, 'ipu Par%)h, *ari M%non, ' S !am%"h and Sund%%p Tha)ran aun&h%d India" /ir"$ onin% d%par$m%n$a "$or%1 By S%p$%mb%r 999, $h% w%b"i$% 2abmar$1&om wa" aun&h%d whi&h $h%n o//%r%d ony mu"i& 4D" /or "a%1 By +&$ob%r 5666, $h% w%b"i$% had in$rodu&%d addi$iona &a$%0ori%" i)% boo)", mo(i%", wa$&h%" and 0ro&%ri%"1 In +&$ob%r 5665, $h%y "$ar$%d 2abma whi&h wa" India<" /ir"$ o//in% and onin% r%$ai &ompany1 Th% 2abma &hain o/ 0ro&%ry "$or%" wa" a$%r a&3uir%d by Adi$ya Bira 0roup and r%brand%d a" Mor% in =anuary 566?1 In 566?, 2abma a&3uir%d US ba"%d indiapa.a1&om and aun&h%d i$ $o "%r(% &u"$om%r" wordwid%1
INITIAL 2UNDING 'ENTU!E 4APITALISTS Indiapa.a1&om r%&%i(%d an0% /undin0 /rom Th% Indi0o Mon"oon Group CIMG, a pri(a$% in(%"$m%n$ /irm ba"%d in $h% USA )nown /or in(%"$in0 in Indian In$%rn%$ and mobi% domain"1 IMG" o$h%r in(%"$m%n$" in&ud% Su%)ha1&om, a %adin0 onin% &ommuni$y /or Indian" in$%0ra$in0 "o&ia m%dia wi$h o&a &omm%r&%, and ESha)$i1&om, a %adin0 onin% India-in"pir%d and &u"$omi.%d appar% r%$ai%r aim%d a$ a 0oba audi%n&%1 In 2%bruary 56, Indiapa.a "u&&%""/uy &on&ud%d a d%a /or S%ri%" A US F miion /undin0 /rom Indo-US '%n$ur% Par$n%r" CIU'P who had pr%(iou"y in(%"$%d in o$h%r in$%rn%$ &ompani%"
i)% Myn$ra, and Snapd%a1 In Apri 56, #aaari 4api$a Ad(i"or" P($1 L$d in(%"$%d F miion in $h% &ompany1 A" par$ o/ $h% $ran"a&$ion, #aaari pi&)%d up $wo board "%a$"1 D%"pi$% "%&urin0 $h%"% /undin0 "our&%", Indiapa.a wa" unab% $o rai"% "u//i&i%n$ /undin0 in 565;56, whi&h m%an$ $ha$ $h% &ompany had $o &%a"% $radin01 Tha$ brou0h$ $o an %nd on% o/ $h% pion%%r" o/ Indian %-r%$ai whi&h brou0h$ i$"%/ r%pu$% mu&h b%/or% Ama.on, 2ip)ar$, Snapd%a and o$h%r" had %(%n pann%d $o b%0in1
2+UNDE! # 'ai$h%%"waran, )nown a" 2a$h%r o/ %-&omm%r&% in India, i" $h% /ound%r and 4E+ o/ Indiapa.a1&om1 *% wa" i"$%d amon0"$ $op 56 p%op% in Indian In$%rn%$ indu"$ry by Pi$&h ma0a.in%1 *i" %7p%ri%n&%, ambi$ion and %//or$" ha(% $o0%$h%r &han0%d $h% &our"% o/ hi"$ory in $h% onin% r%$ai "pa&%1 A/$%r "p%ndin0 : y%ar" in $h% Muru0appa Group and 8ipro In/o$%&h in (ariou" bu"in%"" d%(%opm%n$ ro%", h% wa" bi$$%n by $h% in$%rn%$ bu0 and &o-/ound%d 2abmar$1&om in 999 ; India<" /ir"$ pur%-pay onin% r%$ai &ompany1 #%y A&hi%(%m%n$"H 1 *% 4o-/ound%d India" /ir"$ %-&omm%r&% &ompany 2abmar$1&om Ca$%r brand%d Indiapa.a1 *% *%p%d buid brand, "&a%d &ompany, rai"%d in(%"$m%n$ o/ "%(%ra miion US doar"1 51 *% 4o-/ound%d India" /ir"$ in$%0ra$%d r%$ai &ompany 2abma - a&3uir%d by Adi$ya Bira Group in 566 and r%-brand%d a" Mor% &hain o/ "$or%"1 A/$%r "p%ndin0 : y%ar" in $h% Muru0appa Group and 8ipro In/o$%&h in (ariou" bu"in%"" d%(%opm%n$ ro%",*% wa" bi$$%n by $h% in$%rn%$ bu0 and &o-/ound%d 2abmar$1&om in 999 India" /ir"$ pur%-pay onin% r%$ai &ompany1 Thi" wa" a$%r r%-brand%d a" Indiapa.a and h% ran $hi" &ompany $i 561 In 5665 h% &o-/ound%d 2abma - India" /ir"$ in$%0ra$%d onin% and o//in% r%$ai &ompany1 2abma w%n$ on $o b%&om% on% o/ India" ar0%"$ 0ro&%ry r%$ai &hain" and wa" "ub"%3u%n$y a&3uir%d by $h% Adi$ya Bira Group and $h% 2abma "$or%" in (ariou" &i$i%" in Sou$h India w%r% r%-brand%d a" Mor% &hain o/ "$or%"1 4urr%n$y h% &on"u$" wi$h $op r%$ai%r" and brand"
on $h%ir %-&omm%r&%, omni-&hann%, in$%rn%$ pay" and h%p $h%m 0o onin%1 *% a"o m%n$or" %-&omm%r&% and da$a anay$i&" "$ar$-up"1 Sp%&ia$i%"H in$%rn%$, %-&omm%r&%, "$ar$-up", %n$r%pr%n%ur"hip, %ad%r"hip, n%0o$ia$ion", d%a ma)in0, 0%n%ra mana0%m%n$, /und rai"in0, $%am buidin0, da$a anay$i&"1
G!+8T* +2 INDIA PLAZA 8ay ba&) wh%n India Pa.a "$ar$%d, $h% numb%r o/ p%op% u"in0 $h% in$%rn%$ in India wa" miion and &u"$om%r" "hoppin0 onin% w%r% 56,6661 Th% miion b%&am% 66 miion, and $h% 56,666 ha" b%&om% @ miion %adin0 $o on% bi0 &han0%1 To ma)% "ur% &u"$om%r" $ri%d $h% onin% "hoppin0 %7p%ri%n&% India Pa.a "$ar$%d wi$h mu"i&, mo(i%" and boo)" /ir"$ a" $h%y w%r%n<$ $oo %7p%n"i(% /or &u"$om%r" $o $ry $h%ir hand" on1 +nin% "hoppin0 in India wa" "$i 3ui$% un)nown wh%r%a" &u"$om%r" in USA w%r% mor% &om/or$ab% wi$h $hi" &on&%p$ $han)" $o Ama.on1&om1 *%n&%, 2abma a&3uir%d India Pa.a and d%&id%d $ha$ whi% bu"in%"" wa" "ow in India, $h%y "houd $ar0%$ N!I" Cwho w%r% &om/or$ab% wi$h "hoppin0 onin% and %n&oura0% $h%m $o "%nd 0i/$" $o India1 8h%n
$h%y
"$ar$%d wor)in0 on i$, Indiapa.a1&om &am% a&ro"" a" a popuar "i$% /or "%ndin0 0i/$" $o India1 Sub"%3u%n$y, wh%n an oppor$uni$y aro"% $o a&3uir% $h% a""%$" and brand o/ Indiapa.a, 2abma &o"%d $h% $ran"a&$ion bu$ ini$iay )%p$ i$ a" a "%para$% %n$i$y ony /or N!I" $o "%nd 0i/$" $o India1 Th% Indian w%b"i$% &on$inu%d $o b% 2abma1&om La$%r, wh%n $h% 2abma 0ro&%ry "$or%" wa" a&3uir%d by $h% Adi$ya Bira 0roup and r% brand%d a" Mor%, $h%y &on(%r0%d a $h%ir onin% "$or%" in$o a "in0% "i$% Indiapa.a1&om /or Indian" in India and wordwid%1
Indiapa.a o//%r%d n%ary ? miion produ&$" onin% in&udin0 boo)", 4D-!+M", &am%ra", mobi% phon%", appar%, %w%%ry, /ow%r", &ho&oa$%", wa$&h%", and /ood i$%m", and had n%ary 1F miion &u"$om%r" wordwid%1 Th% "i$% a"o o//%r%d
oya$y pro0ram" /or
&u"$om%r"1 1 Indiapa.a wa" a pion%%r in "o many $hin0" wh%n i$ &am% $o Indian %-&omm%r&%, in&udin0 "%in0 /ood onin% 1 Tha$ $h%y brou0h$ on "o many brand" onin% /or $h% /ir"$ $im% 51 Th%y in$%0ra$%d o//in% and onin% "$or%" C2abma y%ar" b%/or% p%op% und%r"$ood mu$i-&hann% r%$aiin0 1 Th%y bui$ Indiapa.a in$o a popuar brand wi$hou$ "p%ndin0 any mar)%$in0 mon%y a$ a :1 Th%y pion%%r%d $h% mar)%$pa&% mod% /ir"$ on0 b%/or% i$ b%&am% popuar F1 2ir"$ $o in$rodu&% 4+D "y"$%m
Th% &ompany ri0h$ now pa""%d $h% d%&in% pha"% and %n$%r%d $h% death phase of the business lifecycle a" i$ ha" "hu$ "hop and &o"%d down1 Th% &ompany &an no on0%r a//ord $o
pay $h% op%ra$in0 &o"$" and ha" &omp%$%y "hu$ down i$" bu"in%"" op%ra$ion"1
