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Walmart's Flipkart eyes alcohol delivery foray with Indian startup, letters show
Aug 14, 2020
NEW DELHI (Reuters) - Walmart’s ( WMT.N ) e-commerce platform Flipkart has partnered with a startup backed by spirits giant Diageo to deliver alcohol in two Indian cities, according to government letters seen by Reuters, months after Amazon ( AMZN.O ) planned a similar foray.
Flipkart and Amazon’s interest in delivering alcohol in India marks a bold move to make inroads into an alcohol market that is worth $27.2 billion, according to estimates by IWSR Drinks Market Analysis.
The local governments of eastern West Bengal and Odisha states have said that Flipkart can be associated as a technology service provider of Diageo ( DGE.L )-backed HipBar, an Indian alcohol home delivery mobile application.
Flipkart’s customers will be allowed to access HipBar’s application on the e-commerce giant’s platforms, according to the letters, which have not previously been reported.
Under the arrangement, Flipkart customers will be able to place orders for their favourite tipple, which HipBar will then deliver after collecting products from retail outlets, according to a person with direct knowledge of the matter.
HipBar, 26% owned by Diageo India, and Flipkart did not immediately respond to a request for comment.
In June, Reuters reported that Amazon had secured clearance to deliver alcohol in West Bengal, signalling the U.S. e-commerce giant’s foray into the sector.
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