In 2019, India's Internet users were expected to deliver double-digit growth, reaching 627 million, driven by rapid Internet expansion in rural areas.1 This sharp rise is the result of increasing acceptance of online payment gateways, the critical mass of Internet users, the rising middle class with disposable income to spend, and most importantly, the widespread adoption of low-cost smartphones and data plans. India's e-commerce revenue is expected to jump to US $120 billion in 2020, growing at an annual rate of 51 percent, the highest in the world.2 As a result, the number of e-commerce businesses has grown rapidly in India. Flipkart and Amazon are the two main players in the Indian e-commerce industry, each with a 30 percent market share in 2018. This case centers on Flipkart, analyzing and exploring its business strategies, ecommerce challenges, value-added differentiation, and, most importantly, its interaction with primary rival, Amazon. Observing the intense competition between Flipkart and Amazon, there remain a few important questions: Will Flipkart be able to keep up with the pace of Indian ecommerce growth? Will Flipkart be able to compete with or beat a giant such as Amazon? Who will be the leader of the Indian e-commerce industry? The case is rich enough for advanced and graduate students and has been developed to be used in a Business Strategy class, a Competitive Business Strategy class, a Globalization class, or an International Business class. The authors wrote the case in a style that overviews the situation, but intentionally avoids guiding students through specific application questions or any particular analytical framework. The case is designed to be taught in one to one and a half class hours and is expected to require one to two hours of outside preparation by students for reading and analysis. Flipkart was the brainchild of Mr. Sachin Bansal and Mr. Binny Bansal (not related), both alumni of the Indian Institute of Technology, Delhi. The two Bansals worked for Amazon and eventually quit to start their new venture - Flipkart Online Services Pvt Ltd. - in 2007. The company is headquartered in Bangalore and operates exclusively in India. During its initial years, Flipkart focused only on selling books, but soon started offering other products like electronic goods, air conditioners, stationery supplies, lifestyle products, and e-books. Flipkart epitomizes the Indian e-commerce industry and has managed to maintain a top position among online shopping platforms in India. Being one of the most studied and researched companies, it is also known as one of the best startups in India. Although Flipkart has managed to retain a top position in the Indian e-commerce industry, the entry of the global giant Amazon has introduced tough competition to Flipkart. Since Amazon's entry to India in 2013, the global giant has flourished. With its deep pockets and aggressive marketing campaigns, Amazon has almost matched Flipkart, becoming one of the few top e-commerce giants in India. In response, Flipkart has taken many steps to expand its market share and compete with Amazon: Flipkart completed mergers and acquisitions, changed its business model, and launched an innovative and secure payment system. But questions remain. How can Flipkart survive the increasingly tougher and wellcapitalized competition? Can it keep up with Amazon's pace of innovation? Can it ever beat Amazon? [ABSTRACT FROM AUTHOR]