Flipkart still has a big 'brand equity' outside metro. Today in small town online shopping means 'Flipkart' (the way Search = Google). And in these places eComm

Flipkart still has a big 'brand equity' outside metro. Today in small town online shopping means 'Flipkart' (the way Search = Google). And in these places eCommerce solves real life problems. The addressable market is huge and still untapped to large extent. Most of these places 'Amazon' is still an alien word (but that is changing - albeit slowly). However, the way I see it there is a little window where Flipkart can still leverage their brand reach, by not loosing the customers while they cleanup their act. Most of these customers would still put up with troubles as they perhaps have a big inertia in moving to a new shopping experience. But it is matter of time. Flipkart in my experience do not know how to hire people. I have seen top level product management and design - they would not stand a chance when it would come to out thinking and out executing Amazon. [Edit] And add the fact that Amazon India can willy nilly use the code base of Amazon.com. Till sometime back (perhaps even today, haven't checked recently) Flipkart didn't have any personalization feature in their mobile app. There was no mechanism of surfacing products based upon purchase history or even browsing pattern. It didn't even remember where I last closed the app - every d*&^% time I had to navigate and reach to the place where I was interrupted and had left the app.