February 21, 2024
Completely happy Monday! Walmart-owned ecommerce behemoth Flipkart is present process vital restructuring, together with an inside workforce discount. This and extra in right this moment’s ETtech Morning Dispatch.

Additionally on this letter:
■ Brief-video apps and small-town content material creators
■ Startup India 2.0 coming quickly
■ Esports corporations could cap participant payouts


Flipkart could trim rolls by as much as 7% in yearly refocus

Flipkart, the nation’s largest ecommerce agency, is within the thick of the motion within the New Yr. Even because it strikes to shut a billion-dollar funding spherical, vital modifications are underway on the Walmart-owned etailer.

Optimise, realign: A workforce discount has begun at Flipkart that might see its employees rely lower by round 5-7%, in accordance with folks within the know. The resizing train can be accomplished by March-April as a part of efficiency critiques which might be at the moment on. Flipkart–excluding its trend portal Myntra–has 22,000 staff.

Clear priorities: The proposed modifications come at a time when Flipkart is reassessing its priorities throughout present and new traces of companies comparable to Cleartrip. The journey portal — the place Adani group holds 20% — has hit $1.5-1.7 billion in gross merchandise worth, or GMV, and is anticipated to be a key space for the etailer.

Final September, Flipkart merged key expertise and product roles at Cleartrip (journey) and Flipkart Well being Plus (epharmacy) into the core commerce crew to streamline operations. Shopsy and grocery will even be in focus in 2024.

Others below strain, too: Massive Indian web corporations have been rationalising groups after they aggressively employed in 2021, aided by document fundraising amid the Covid-19-led demand for expertise companies.

ET reported on December 25 that digital funds main One 97 Communications, which runs Paytm, has laid off over 1,000 staff to chop prices and realign its companies.

Paytm will downsize its workforce by 10-15%, folks within the know stated. Amazon shut a number of smaller companies in India in 2023 and fired round 1,000-1,500 right here as a part of world layoffs. Meesho—backed by SoftBank and Prosus—additionally minimize its workforce by 15% final 12 months regardless of enough money within the financial institution.

Within the making: Flipkart’s efforts to drive varied synergies internally have been within the works for months now, folks conscious of the modifications stated. “This has turn out to be an annual follow now. As a part of the appraisal cycle, they (Flipkart) are restructuring groups. The general enterprise in 2023 additionally had its ups and downs for the general ecommerce business—together with Flipkart. So, corrections are being completed now,” a supply advised us.

Flipkart stated in February final 12 months that it might not roll out increments for the highest 30% of its senior officers because it wished to be ‘prudent’ in managing sources.


Adverts get money counters ringing at quick-commerce and food-delivery corporations

Ad revenue Swiggy Zomato Blinkit and Zepto advertising marketing publicity Jan 2024

An more and more numerous record of manufacturers are promoting on food-delivery and quick-commerce platforms, business executives advised ET. On the identical time, promoting earnings is shortly changing into an vital and high-margin income, too.

Enticing margins: About 10-12% of revenues for food-delivery corporations come from promoting, folks within the know stated. For these corporations, promoting income typically gives the best margins of 90% to 95%.

Ad revenues grow for food-delivery, quick-commerce firms_Jan 2024_Graphic_ETTECH

Regular rise: Swiggy, for example, is now at an annualised run price of Rs 1,000 crore in promoting income, and is prone to bump that concentrate on as much as Rs 2,000 crore subsequent 12 months, a senior govt on the agency stated.

Additionally learn | Amazon, Flipkart generate Rs 8,705 crore advert income in FY23

Important diversification: For corporations, increasing advert monetisation alternatives on their apps is more and more changing into a lever to enhance their take charges—the proportion of the cash earned per order. That is additionally vital as eating places typically push again if the platforms cost them larger commissions.

Additionally learn | Fast-commerce, food-delivery corporations log order surge on New Yr’s Eve


Brief-video apps gas large ambitions for small-town content material creators

influencer marketing platform funding_THUMB IMAGE_ET TECH

Brief-form movies (SFV) have seen a significant spike in India, with the Covid-19 pandemic being a catalyst. A report from Redseer means that influencers have been capable of earn a sustainable earnings from platform payouts, model offers and digital gifting. However what’s behind their success, and the way sustainable is it?

The massive image: In keeping with Redseer, the effectiveness of Indian SFV apps could be attributed to 2 key elements—they attain customers in Bharat and are more and more being thought-about integral channels inside large-scale branding and attain campaigns. Indian SFV platforms are dominated by folks from tier-II cities (about 65-70%) and about 64% of the person base includes people below 25 years of age.

Influencer evolution: This may be attributed to the massive growth in 5G and smartphone penetration in India, which boasts over 900 million smartphones and 250 million function cellphone customers. Take, for example, 27-year-old Ajay Sharma, a preferred motivational speaker and content material creator from Jaipur. He’s one of many high creators on Josh with 56.9 million followers.

The problem: Whereas the chance is huge and the area is seeing a number of creators throughout genres and cities breaking the mould, some consultants ET spoke to stated the thrill across the ecosystem is deceptive and that for each profitable influencer, numerous others battle to search out their toes.

Additionally learn | New-age endorsement offers: Digital influencers now making actual cash


Deep tech in focus as Startup India enters second section on January 16

AI artificial intelligence tech startups technology

The federal government will launch the second section of the Startup India programme on January 16 with a deal with deep tech startups, officers advised ET. These corporations will work in areas together with semiconductor chips and associated analysis and design areas, quantum and high-performance computing, AI, and cybersecurity.

Quote, unquote: “The primary section was all about shopper web and consumption or service-based startups. Within the subsequent wave, in India and globally, startup innovation and worth are going to come back from deep tech. They are going to be fewer however way more worthwhile,” an official advised ET.

Startup policy GFX

The primary section: The Startup India initiative, launched eight years in the past, was aimed toward supporting younger entrepreneurs. Between 2016 and 2021, greater than 41,000 startups have been recognised by the Division for Promotion of Trade and Inside Commerce (DPIIT) throughout 54 sectors and 224 sub-sectors. The Centre amended 39 insurance policies to boost the benefit of doing enterprise, increase capital, and minimize down on compliance norms.


Esports corporations could cap participant pay at Rs 2.5 lakh monthly

Esports player pay

As poaching of high gamers turns into commonplace, high esports groups comparable to S8UL, Revenant Esports, GodLike Esports, Enigma Gaming and World Esports are mulling a cap on the salaries of gamers at Rs 2.5 lakh monthly. House owners of as many as 15 esports corporations met final month to debate wage packages and perks for high gamers which might be pushing a lot of them into the purple.

Enterprise economics: “The complete poaching follow amongst us is disturbing the economics of the enterprise,” an proprietor advised ET. “Each organisation spends an enormous funds in operating gaming boot camps in posh places of Mumbai, coaching gamers, constructing crew technique, managing their branding, journey expenditure in addition to caring for their diet and psychological nicely being.”

Bills rise: This spending could possibly be wherever round Rs 15-20 lakh monthly, relying on the variety of athletes on board. The earnings for these organisations come from both the prize cash gained in tournaments or model endorsements.

It’s unfair, say gamers: “These identical crew managers capitalise on our rising reputation and may provide us larger packages. Capping salaries is like limiting our value, regardless of how good we carry out,” a high egamer stated. Some gamers have additionally taken to social media to voice their grievances.

Additionally learn | ETtech Explainer: Esports set to achieve new heights in India in 2024


Different Prime Tales By Our Reporters

Voice over AI

Voice actors air their fears about voice-stealing AI: AI voice cloning is now deeply hurting voice-over artists. A GenAI mannequin educated over 10-15 sentences in an individual’s voice can create a five-hour-long audiobook inside minutes and even dub a complete OTT net sequence in 10 completely different languages.

Tamil Nadu indicators multi-billion-dollar offers at World Traders Meet: The Tamil Nadu authorities signed a number of offers with Tata Electronics and Pegatron amongst others through the two-day World Traders Meet. Listed below are the highest developments:

Insurtech startup Riskcovry will get $4.5 million in bridge spherical: Insurtech startup Riskcovry has raised round $4.5 million in a bridge spherical of funding led by Dubai-based business-to-business fund Morphosis Enterprise Capital. Indian monetary companies participant IIFL additionally participated on this spherical.


World Picks We Are Studying

■ What’s the worth of three million LPs in a digital world? (Wired)

■ The web copyright machine wasn’t made for Mickey Mouse (The Verge)

■ Thrive Capital plots new fundraising because it doubles down on tech (FT)