BBF09 And All That Jazz …

One reason I’ve been unavailable and unreachable has been the Bangalore Book Festival 2009 (organised by the Bangalore Booksellers and Publishers Assocation, scheduled to kick-off at around 11am tomorrow. As a matter of fact, we just got back from there, setting up the stall and whatnot.

We’re at Stalls #183 and #184, just down the lane from Blossoms and opposite ICFAI.

As best as I know, Flipkart probably the only Indian Online Bookstore to participate at any such event. Also, as best as I know, we’re probably the only one to have ABSOLUTELY NO BOOKS in our stall. Moreover, as best as I know, we’re probably the only ones to have a 102cm Big and Widescreen TV in the stall, with 5 computers to boot.

It’s looks like a Sports Bar and a Library Bar had an offspring that was decidedly a cyber café. Now if we can only get the interior decorating right …

The idea is for us to not only meet and greet other Publishers, Distributors and Retailers … but also for curious customers to have an up-close-and-personal look at Flipkart. Maybe even have a “Live Tweet From BBF09″ (not sure what that will be like thought, probably like running commentary at a Chess Tournament showcasing the Nimzo-Indian Defence). Looking forward to it!

Spent a lot of time generating order from chaos, so didn’t actually get to see the complete list of all participants. As Jaya mentioned on the Pothi Blog, they will of course be there, Stall 288. My only interaction with Jaya/Pothi has been in ping-pong sessions between them, authors and us. Sure hope we get to see them and get some ball rolling.

What was heartening to see was a lot of Kannada literature on display. Regional languages (in my opinion) don’t get as much exposure as they ought to — or maybe I’m wrong and they do — in which case I’d like Flipkart to have something to do with them getting better exposure.

Looking forward to bumping into you there!

Posted in Behind The Scenes, Book Industry | Tagged | 2 Comments

A Few Reasons Why Online Payment Is Safe On Flipkart

Here’s a mail I received a few days ago:

Hi Tapas,

In your blog can you please write about the security standards which you follow if anyone orders the book using credit/debit card from your site. I am telling you because today I wanted to buy some book and I was browsing through your site [...] and one of my friends asked me not to do that because he suspected that once I give the card number it might be misused. Many people might have inhibitions like that and you can clear it either telling something on the site or on your blog.

Regards,
Rakesh

A very valid concern. One of our main challenges was to get Payment Gateway integration, but that was a cakewalk compared to the challenge of finding customers and getting them to pay online. Hope this helps:

Flipkart.com does not store/save any of your information

When you click on the Pay By Credit Card / Debit Card / Netbanking link, you are redirected to a Payment Gateway like www.ebs.in or www.ccavenue.com. All your details are processed through them and the only thing we receive is a transaction ID against your Order, as confirmation that payment has been received.

All your details get processed and verified by the Payment Gateway and your Credit Card Company / Bank.

As far as how secure the Payment Gateways are, here are some details:

EBS uses seven server architecture model which helps in better encryption of data which protects the clients information. All credit card authorization is done using the high-tech Axis, HDFC and Citibank’s secure servers and the same is encrypted before it is transmitted over the Internet to the Acquiring Banks. Additionally EBS servers are behind security firewalls to ensure maximum protection of our customer’s information. This guarantees that your information is inaccessible to any third party. EBS uses the best industry-standard Verisign Technology, which ensures the security of the data

CCAvenue uses secure servers throughout and adopts stringent security measures to ensure that sensitive information such as customers’ personal details is protected. Customers enter all their personal information and Credit Card details on ICICI’s E-Payments(Payseal) and Citibank’s secure servers and the same is encrypted before it is transmitted over the Internet to the Acquiring Banks. Additionally CCAvenue’s server is behind security firewalls to ensure maximum protection of your customer’s information.

Modes of Payment - Distribution

Modes of Payment - Distribution

This should allay all fears of paying online. Most of our customers do in fact pay online (as opposed to Cheque / DD / Money Order) and in the past two years that we’ve been up, we have had not one instance of fraud or misuse of details.

Online payment is safe. Payment gateways are secure.

Posted in Behind The Scenes, Emails To Flipkart | Tagged | 1 Comment

Startup Saturday: Flipkart & Online Retail

startup-saturday-bangalore

The troops just came home — Shivku and Binny and Mekin and Abhishek and Vishal and Ashwin and Vijay.

For those not in the know, they spent this morning at NSRCEL, IIM Bangalore for a Startup Saturday Showcase. Given that “Online Retail” was the agenda, the presentation time was shared between Flipkart.com and Picsquare.com (an Infibeam umbrella brand).

The panel members were a Who’s Who of Indian online retail; Mr. Vaitheeswaran (Indiaplaza.in, turned out to be a no-show though) and Mr. Subramanian (Infibeam.com). Flipkart, Indiaplaza and Infibeam all on the same stage, if that’s not a great party I don’t know what is!

(On a more serious note) For those of you who were present, how did it turn out? What were the hits and the misses?

Was it worth you while?

Do chime in.

Posted in Book Industry, Startups | Tagged , , , | 1 Comment

Decoding the Promo Code

Ok, here’s why we have the friendly little box that asks you if you have a Flipkart Promotional Code:

a> It’s been there since the first time we had offers through some campaign or the other, co-branded ones, usually. Some of those codes are still valid, which is why we haven’t “disabled” the promo code box.
b> We also have other social initiatives on, where certain NGOs we’ve tied up with get additional discounts.

We also know for a fact that people have managed to get hold of these codes — the same codes that were meant for donations to these NGOs — and ordered books using them, but not for donations to the NGO but for personal use.

So for the record —

i> There is no Flipkart Promotional Code that any of the employees or the customer support have
ii> When we do send out the Promo Code, it is usually as part of a co-branded campaign (with a Cellular Service Network Provider, for example) or …
iii> … as part of our CSR initiatives with certain institutions and NGOs (meant essentially for people who donate to these very causes).

On a related note, we get asked very often about discounts mentioned on Flipkart vis-à-vis that of other online retailers.

First off, competition’s great! I’m not saying that because it’s the politically correct thing to say. It’s just part of any organism’s genetic code — survival of the fittest and dog eat dog and all that. You should either be chasing someone or running away from someone, else you will atrophy.

So all things being equal, here’s how we decide on discounts (this was part of an email I sent someone):

We essentially price discounts based on what we think is the best possible we can offer, while keeping margins for ourselves.

This is also why we don’t have loyalty schemes and so on … because we believe that service should eventually set us apart, and that quality (coupled with price and everything else) should be at par for all users. Whether you are 4 books old or 40 books old, you shouldn’t be treated any different … the quality and price offered to the first timer should be the same to someone who’s been with us for a few months.

Now of course there are exceptions and edge cases and bulk orders and whatever else (like this reflection of a bystander). All said and done though, the above pretty much encapsulates it.

We’re bigger than we used to be, but we’re still a small Indian startup in the grand scheme of things. It’s great when people refer to us as the “Amazon of India”, the flip-side to which is that we are expected to give Amazon like discounts! We cannot, for a couple of reasons:

*Amazon has been around for over a decade and is a monolith. Their relationships with Publishers and Distributors allow them to do what they do at the price points at which they do. Flipkart doesn’t have that kind of clout — not yet.

*Amazon also happens to be in the same country as a variety of US publishers. Flipkart on the other hand happens to be on the other side of the world. We need to bear a lot of the import costs and things that go along with, which is why we cannot offer the same discounts as Amazon — not yet.

In closing, we do not explicitly have any Promotional Codes or Flipkart Promo Coupons laying around spare. We’re doing the best we can at offering as much of a discount to you as possible. It may seem counter-intuitive, but the only way you can help us give higher discounts is by buying from us!

Help us become the Amazon of India (although if you ask me, I’d rather they be called the Flipkart of the US!).

I’ll leave you with the tables turned:

Ramayana by R. K. Narayan on Flipkart — Rs. 190 ($4)

Ramayana by R. K. Narayan on Amazon — $ 15 (Rs. 760)

Have a good one.

Posted in Book Industry, Startups | Tagged , , | 1 Comment

With Every Mistake We Must Surely Be Learning

while_her_guitar_gently_weeps

via Varsha181

Posted in People That Make Us, Uncategorized | Tagged | Leave a comment

Emails That Deserve A Mention - 2

This mail’s pretty old, 3 weeks or so — just that I had forgotten to mention it then.

From Arun:

You know honey, you owe me some money,
i want to see it, each and every penny,
we all like flipku, why dont you like us,
please take the book वापुस, Where art thou Tapas?

From Me:

It is truly fecund, we’ve reproduced the refund
My beloved, as you remember - on the 5th of September
It’s not a case of fright, or complete BS
I’ll check again with FirstFlight and then with goddamn EBS

We’re a poet and we don’t know it.

Posted in Emails To Flipkart, People That Make Us | 1 Comment

Startups Are Like Rockbands

WARNING: Analogy coming up. If you don’t like analogies, hit the back button, now.

In my skewed worldview, here’s why I think startups are like rockbands.

They both essentially start of with one unit (could be one founder, two founders with a single goal etc.) I see this as a lone singer, either singing acapella or singing with an acoustic guitar/piano or just a solo instrumentalist.

This single unit then goes on to put up an online presence. In the case of most startups, that is of course a website that is hacked together fairly quickly. In case of that lonesome singer we spoke of, it means populating myspace, a profile on facebook, uploading videos on Youtube.

A small fan following begins, family and friends mostly.

Then suggestions and requests start pouring in. In case of the singer, songs to cover, gear, recording techniques, ways to advertise and the like. In case of the startup, features to have on the website, expansion of catalog, coding and usability, and of course ways to advertise and market yourself.

Both the startup and the singer realise they need more help. A singer looks for additional members. A startup looks for additional developers.

This is where most of the hit and miss happens — When you need to get a whole bunch of competent people together fairly quickly. The singer realises that the guitarist can’t tune a string. The startup realises that the developer cannot reverse a string. That two Grade Two pianists don’t make a Grade 4 pianist. That two Level 2 Developers do not make a Level 4 developer.

Some more chopping and changing happens. The lucky find their sweet spot sooner, rather than later.

Then comes the backend. While the rockband can wait a while before it gets its roadies, the startup needs its roadies fairly quickly. Especially if its a physical business like Flipkart is in.

But the rough edges get ironed out. The rockband gets a few gigs, more people hear them, they get a few more gigs. The startup starts expanding its customer base. People say good things about them and they get more users and customers.

Soon the rockband is touring around the country. Soon the startup is shipping books around the country.

(Hopefully) Eventually:

The singer has his hair gelled. The website has its UI slick.
The guitarist plays blistering arpeggios. The website is blisteringly AJAXIfied.
The piano player is absolutely fluid. The layout is absolutely liquid.
The drummer is precise at keeping time. The backend is precise in its loadtime.
The roadies setup and pack like clockwork. The supply chain packs and ships like clockwork.
The rockband gets its groupies. The startup gets its VCs.

The only question on everyone’s mind: “Where’s the bassist?”

Here I am, and I’m starting a Flipkart band.

We’re calling ourselves, “The Bookmarks”!

You read it here first, ladies and gentlemen.

Posted in Startups, The Bookmarks | Tagged , , | 3 Comments

Flipkart Ubiquity Command?

ubiquity_command_flipkart

Of all the things that have caught my attention, this one ranks right up there. While it had Shivku jumping up and down, I’m still trying to work it out.

All things point to this entrepreneurial gentleman here. Even more fascinating, he seems to have something also to do with Tempostand.com, an Indian startup that promotes Independent Indie Indian Bands and Musicians.

We need more of these, for sure. Would love to lend a hand.

What makes me an authority on such matters. Well, I’ll have you know that I was once the Bass-Whore of Bombay. (What, it’s an honest profession! … and I didn’t do it for the money, just so you know. )

Shall now send off a mail to him, and one of two things will happen:

a>My stalking will pay off and I’ll be jumping like Shivku was
b>My stalking won’t pay off and I’ll be hauled off by the cops

Bets open at 5:3 odds. Any takers?

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The Stress Test

You see this all the time — and for some of you who don’t present yourselves for job interviews very often (and that’s a good thing!) — MTV Roadies (or the reality show of your choice) is the best approximate example.

Grace Under Fire, Grace Under Pressure

This is essentially what a “stress test” looks to calibrate. Your ability to keep your head when others are losing theirs; your ability to keep your cool when the heat’s turned up; your ability to think on your toes … you get the picture. More often than not though, stress tests are fairly ’scripted’ — inasmuch as you can script a show like Whose Line Is It Anyway.

Apart from you, everyone in the room knows what to say, how to say and what to do. The good cop / bad cop routines are fairly set. All the interview panel has to do is play it by ear, depending on the candidates responses and based on kinesic feedback. They then go on collate all that information, have discussions about your Type ‘A’ Type ‘B’ personality, map out your comfort zone, look through your Johari Window and hopefully at the end of it all, they come to an informed decision.

I’m right now on our front porch enjoying the pleasant centrally aircon Bengaluru weather. We’re down a leafy Koramangala bylane, the birds are chirping, a dog’s barking … and there’s very little or no traffic sounds at all.

Sitting a few feet away from me on another one of those cheap plastic chairs (give us good chairs, Flipkart!) is someone who’s applying for one of the open positions at Flipkart … and the candidate is filling out a form of some sort with the paper awkwardly positioned on the lap. Not two minutes later, candidate got called in, while someone else from the team came out. He then went on to call another candidate over the phone and have the initial “breaking the ice” conversation.

Barking dogs can become annoying at this point. As can the occasional auto rickshaw that barrels down the dead end road, hell for leather. Of course, none of this is intentional. We have started realising though, that inadvertently, our non-screening stress test has become what it’s not.

It partly also has to do with preconceptions of 2 things, largely — the idea of an Office and the idea of a Startup.

Offices are meant to look and be a certain way, with a degree of formality, with receptionists and with cubicles. When you’re sitting on the porch and you see the CEO dressed in jeans and a T-shirt sitting on the floor trying to get faulty generator fixed … it shakes the confidence of some people. Which brings me to this …

… Startups are cool. Ok, sure they are … but people are all the same slogging their asses off. And with most startups like Flipkart (that are bootstrapped), you are slogging your ass off in conditions that would be considered “developing” anywhere else. (Aside: “Let My Dataset Change Your Mindset” is worth a watch.)

Startups are fueled by hard work, and in the case of Flipkart, fueled by both hard work and hard physical labour. We are as much a physical business as we are a .com — books are physical, tangible, need to stocked, shelved, packed. And Sachin and Binny have done it the hard way; the only way, really. Back in the beginning, they used to schlepp around books from all over Bangalore back to their house, sit and pack, bill and label, and carry the packed books out to the courier office.

Even today if one of us complains that a book can’t be packed a certain way, they’ll gladly sit down and show you how it can. This is more or less the case with most of us who’ve been here in 2007 and 2008. We have all sat on the packing floor and packed books, stuck labels, carried cartons up and down floors … you name it. Not like we’re through with it either. If ever we find ourselves short staffed (people on leave), we jump in and find a spot on the assembly line. What matters is that the books get packed.

Fortunately or unfortunately, with some people - this isn’t the “cool” they expected to find in a startup. We weren’t wearing chinos and sipping ginseng tea or using “Web 2.0″ as punctuation (although, I use “HTML 5.0″ whenever I get a chance).

We’ve had to shoo dogs from the staircase because we knew a developer candidate was coming over. We’ve worked in candle light in the days before we could afford a power backup. We continue to work in the sauna that is our Delhi office.

Don’t be fooled. The Flipkart interview is the easiest part.

It’s the work that’s a stress test.

Posted in Behind The Scenes | Tagged , , | 1 Comment

Flipkart Funding!

There’s a lot of talk around about this, so might as well. Before you hear of it from elsewhere. I’m not sure I should be revealing all this … don’t even think I’m authorised to reveal this … but I’m going to go ahead and do it anyway. All you journalists, feel free to quote me on it:

5> Flipkart funds food

It’s true, and not in the Sodexo Coupon way. Flipkart pays for most of the meals of most of the employees. Breakfast, Tea, Lunch, Tea, Evening Snacks, Tea. Flipkart also caters to the discerning tastebuds; adrak chai, badam milk, turmeric milk, black coffee, con leche, sans lait, food without roots and tubers, fast food, food from Kareem in Delhi, kulchas from the guy across the street. It’s like a wedding every day. Almost.

4> Flipkart provides funding for my shelter

I’m a leech. I have slept in Flipkart’s old office, I’ve slept in Flipkart’s new office, I’ve even slept in Flipkart founder Binny Bansal’s house. I now sleep in Flipkart’s guest accommodation suite. And I’ve been a guest for a year now, so that should give you a good idea.

3> Flipkart is funding telecommunications

I don’t use a cellphone. So they bought me a cellphone. I then went on to lose the cellphone (in Binny Bansal’s house, oddly). Now they are after me to get a phone. Here’s my plan: If I delay it long enough, they will be forced to get me a phone.

Meanwhile, Nandu the office boy had his phone stolen. The other Flipkart founder Sachin Bansal gave him his own cellphone.

Nandu then had his cycle stolen, which brings me to the next point …

2> Flipkart is funding transportation

A few SELECT employees get travel allowance. Fuel allowance. People like Nandu also get a cycle. Which then unfortunately gets stolen, again.

But the most important thing Flipkart is funding is

1> HOPE

Hope to all those who never had access to books they needed, and though not necessarily cheap, making it affordable to these same people.

Hope to all those independent authors who can never go through traditional channels, by making it less cumbersome and by getting them to their audience.

Hope to International authors, by giving them access to Indian markets which they would never have had before.

Hope to other Startups and would-bes, by being an example. It’s not easy and the hurdles are immense. But a lot can be done by two people whose sum capital investment is the price of a Hyundai Santro.

Posted in Behind The Scenes | Tagged , , | 2 Comments