Amazon India’s “Apni Dukaan”: branding strategy

Neetu Yadav (Department of Management, Birla Institute of Technology and Science Pilani, Jhunjunnu, India)
Mahim Sagar (Indian Institute of Technology Delhi, New Delhi, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 20 August 2018


Subject area

Brand Management, Branding Strategy, Strategic Management.

Study level/applicability

The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs.

Case overview

This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future.

Expected learning outcomes

This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code:

CSS 8: Marketing.



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Yadav, N. and Sagar, M. (2018), "Amazon India’s “Apni Dukaan”: branding strategy", Emerald Emerging Markets Case Studies, Vol. 8 No. 3.

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