Samrat Ashok Technological Institute

Vidisha
(An Autonomous Institute Affiliated to RGPV,Bhopal)

Business Intelligence

AI-2062

Business Case Study

Submitted to: Submitted By:

Prof. Neil Joshi Harsh Kshirsagar
Enrollment No.
(0108AI211019)
 LIST OF CASE STUDIES:

1. Zerodha
2. Oyo
3. Zomato
4. Flipkart
5. Paytm
 Zerodha

1. Background

In 2010, Nithin Kamath and Nikhil Kamath embarked on a journey to

revolutionize the Indian stock brokerage industry by founding
Zerodha. Over the years, Zerodha has emerged as a formidable player
in the market, disrupting traditional brokerage firms and reshaping the
landscape of stock trading in India.

2. Business Model

Discount Brokerage:
Zerodha primarily operates as a discount brokerage firm,
distinguishing itself from traditional full-service brokers.
Instead of charging a percentage-based commission on trades,
Zerodha charges a fixed brokerage fee per executed order or a flat fee
based on trading volume.
“Coin” Platform:
Zerodha introduced “Coin”, a platform that allows customers to invest
in direct mutual funds.
Direct mutual funds typically have lower expense ratios compared to
regular mutual funds because they bypass distributors’ commissions.
Zerodha’s Coin platform enables investors to invest in mutual funds
without incurring any additional charges, making it a cost-effective
option for long-term investors.

Margin Trading Facilities:

Zerodha offers margin trading facilities, allowing customers to trade
with leverage.
This service is closely monitored to ensure responsible trading.
Stock Lending and Borrowing Services:
Customers can lend their shares and earn income from lending fees.
Investor Education:
Zerodha is committed to investor education and empowerment.
They offer free educational resources through “Zerodha Varsity”,
including articles, tutorials, webinars, and courses covering various
aspects of trading and investing.

3. Technology
Zerodha places a strong emphasis on technology and innovation.
Advanced trading platforms and tools:
Kite: Zerodha’s flagship platform provides real-time market data, live
stock prices, market depth, order book, and more.
Mobile App (Kite Mobile): Available for both Android and iOS
devices, enabling traders to stay connected and execute trades on the
go.
Security Measures:
Robust encryption and security protocols to protect customer data and
transactions.
Two-factor authentication (2FA) for added security.
4. Marketing Strategy
Word-of-Mouth Referrals:
Zerodha’s reputation for low costs, reliable technology, and
exceptional customer service has led to organic growth.
Educational Content:
The company produces high-quality educational content through
blogs, videos, and webinars.
Their commitment to investor education has positioned Zerodha as a
trusted brand in the industry.

5. Conclusion
Zerodha’s innovative approach, technology-driven solutions, and
customer-centric focus have propelled it to success. As you delve
deeper into your assignment, explore financials, competitive
advantages, and Zerodha’s impact on the Indian stock market.
 Oyo

OYO: A Brief Overview

OYO Rooms (stylized as OYO), also known as OYO Hotels &
Homes, is an Indian hotel chain.
Founded in 2013 by Ritesh Agarwal, OYO initially consisted mainly
of budget hotels.
Today, OYO is one of the largest and fastest-growing hospitality
chains, with leased and franchised hotels, vacation homes, and living
spaces across various cities in India and globally.

History and Transformation

Oravel Stays to OYO:

In 2012, Ritesh Agarwal launched Oravel Stays to enable listing and
booking of budget accommodations.
After extensive research and firsthand experiences in various bed-
and-breakfast homes, guesthouses, and small hotels across India, he
pivoted Oravel to OYO in 2013.
OYO partners with hotels to provide consistent guest experiences
across different cities.

Global Expansion:
OYO expanded globally, with thousands of hotels, vacation
homes, and millions of rooms in hundreds of cities.
The company aims to offer affordable and standardized
accommodations.

Valuation and Funding:

OYO is currently valued at $10 billion.

Notable funding rounds include:
September 2018: Raised $1 billion.
October 2019: Series F funding of $1.5 billion led by
SoftBank Group, Lightspeed Venture Partners, and Sequoia
India.
Founder & CEO Ritesh Agarwal signed a $2 billion primary
and secondary management investment round.
OYO’s Business Model and Services

Product Portfolio:

OYO offers a wide range of services, including:

Hotel Budget Rooms: Partnerships with hotels to provide
standardized services (free Wi-Fi, breakfast, branded
toiletries, etc.).
Co-Branding: Collaborations with service providers like Airtel
(Wi-Fi support), Ola (transport), Biotique (in-room toiletries),
and more.
Business Model Evolution:
OYO initially used an aggregator business model, similar to
Uber and Ola.
Over time, it transformed into a full-fledged hotel chain that
leases and franchises assets.
The company invests in CAPEX, oversees operations, and
focuses on customer experience.

Achievements of Ritesh Agarwal:

Ritesh Agarwal, at the age of 24, became India’s biggest

entrepreneur.
Awards include TiE-Lumis Entrepreneurial Excellence,
Forbes “30 under 30,” and more.

Conclusion

OYO’s journey from a startup to a global hotel chain

showcases innovation, adaptability, and commitment. Its
standardized approach and strategic partnerships have
reshaped the hospitality industry. As you explore OYO
further, consider its strengths, weaknesses, opportunities, and
threats in this dynamic market.
 Zomato

Introduction

Zomato | Food Delivery System Application

Zomato is one of the most popular online food delivery systems, with
users in nearly 22 countries. On the other hand, Restaurant owners can
boost their internet presence by registering with the Zomato app.

Basic Application Function

Preface:

This case study aims to examine the navigation and user experience of
Zomato, a popular food delivery app in India. The study focuses on
identifying pain points encountered by users throughout the process of
ordering food and suggesting potential solutions to enhance the overall
experience.

Methodology:

The following methods were employed to gather data and gain

insights into Zomato’s user experience:

Heuristic Evaluation: The app was analyzed based on Jakob Nielsen’s

10 usability heuristics to identify potential usability issues.

User Reviews: Online reviews and user feedback on app stores were
reviewed to understand common complaints and frustrations
experienced by users.

User Interviews: Five Zomato users with varying levels of experience

were interviewed to gather qualitative data on their usage patterns,
pain points, and desires for improvement.

Pain Points:
Based on the combined findings from the employed methods, several
recurring pain points were identified:
 1. Complex Navigation:

• Multi-layered menus and submenus hinder effortless

navigation.

• Difficult to find specific items or filter restaurants based on

certain criteria.

2. Information Overload:

• Restaurant pages are often cluttered with excessive

information, making it hard to scan and locate relevant
details.

• Lack of visual hierarchy and clear calls to action.

3. Hidden Fees:

• Delivery charges and taxes are not always displayed

transparently, leading to surprise charges for users.

• Minimum order amount and surge pricing can be unclear or

confusing.

4. Unreliable Delivery:

• Estimated delivery times are often inaccurate or misleading,

causing frustration and disappointment.
 • Limited real-time tracking of order status or delivery
progress.

5. Limited Order Modification:

• Difficult for users to modify or cancel orders once placed.

• Lack of flexibility and control over orders.

Alternatives and Solutions:

To address the identified pain points and enhance user experience, the
following solutions are proposed:

1. Improved Information Architecture:

• Implement a simplified and less layered navigation system

with clear menu labels and intuitive categorization.

• Prioritize essential information and utilize visual hierarchy to

guide users effectively.

2. Enhanced Filtering and Sorting:

• Allow for advanced filtering and sorting of restaurants based

on multiple parameters, including dietary restrictions,
cuisine, price range, and user preferences.

• Integrate a search feature with advanced functionalities for

easier discovery of specific items.
3. Transparent Pricing:

• Clearly display all fees, taxes, and delivery charges upfront

before users proceed to checkout.

• Highlight minimum order amount and any surge pricing

dynamically to avoid surprises.

4. Reliable Delivery Tracking:

• Implement real-time tracking of order status and delivery

progress on a map interface.

• Provide accurate estimated delivery times and proactively

notify users of any delays.

5. Flexible Order Management:

• Allow users to modify or cancel orders within a reasonable

timeframe after placement.

• Introduce options to customize orders (e.g., adding extra

items, modifying toppings) for greater control and
satisfaction.

Additional Enhancements:
• Personalized Recommendations: Leverage user data to
recommend restaurants and dishes based on individual
preferences and past orders.
 • Interactive Menus: Improve menu browsing with high-
quality photos, detailed descriptions, and user reviews for
each dish.

• Accessibility Features: Ensure accessibility for users with

diverse needs through clear visuals, text-to-speech
functionality, and assistive technologies.

• Rewards and Loyalty Programs: Encourage repeat

business and user engagement through a rewarding
experience with points, discounts, and exclusive offers.

Conclusion:
By addressing the identified pain points and implementing the
proposed solutions, Zomato can significantly enhance its user
experience and navigation flow. This will ultimately lead to increased
customer satisfaction, customer retention, and brand loyalty.
 Flipkart
1. Founders and Early Days
Founders: Flipkart was founded by Sachin Bansal and Binny Bansal
in 2007.
Origin Story: The idea sparked when the Bansals, both IIT Delhi
alumni, realized the potential of online retail in India. They started
with selling books online, leveraging their engineering backgrounds
and passion for entrepreneurship.
Initial Challenges: Flipkart faced logistical hurdles, including last-
mile delivery, payment gateways, and building trust with customers.

2. Evolution and Market Disruption

Bookstore to E-Commerce Giant:
Flipkart began as an online bookstore, but its vision extended beyond
books.
It diversified into various product categories, including electronics,
fashion, home goods, and more.
Market Disruption:
Flipkart disrupted traditional retail by offering convenience,
competitive pricing, and a wide product range.
It introduced features like Cash on Delivery, which addressed
consumer trust issues.
The Big Billion Days sale became an annual event, driving massive
sales and customer engagement.

3. Strategic Moves and Acquisitions

Myntra Acquisition:
In 2014, Flipkart acquired Myntra, a leading online fashion retailer.
This move solidified Flipkart’s position in the apparel segment.
Walmart Partnership:
In 2018, Walmart acquired a majority stake in Flipkart for $16 billion.
This strategic partnership strengthened Flipkart’s financial position
and global reach.

4. Challenges and Adaptability

Competition with Amazon:
Flipkart faced intense competition from Amazon India.
The battle for market share led to innovations, aggressive pricing, and
customer-centric strategies.
Adaptability:
Flipkart evolved its business model, from an aggregator to a full-
service e-commerce platform.
It invested in logistics, warehousing, and technology to enhance
customer experience.

5. Entrepreneurial Lessons
Persistence: Flipkart’s founders persisted despite early challenges.
Customer-Centric Approach: Flipkart’s success lies in understanding
and meeting customer needs.
Agility and Innovation: Adaptability and staying ahead of the curve
are crucial.
 Paytm
1. Origin of Paytm
Founders: Paytm was established in August 2010 by Vijay Shekhar
Sharma in Noida, near India’s capital, New Delhi.
Initial Focus: It started as a prepaid mobile and DTH recharge
platform.
Diversification: Over time, Paytm expanded its services to include
data card, postpaid mobile, and landline bill payments.

2. Business Model and Services

Versatile Offerings:
Paytm provides a range of services, including:
Mobile Payments: Users can make payments through the Paytm app.
E-Wallet: Paytm Wallet allows cashless transactions.
Business Platforms: Paytm serves as a marketplace for various
products.
Cashback Model:
Paytm pioneered the cashback model, incentivizing users with
cashback rewards for transactions.
This strategy helped build a loyal user base.

3. Growth and Future Plans

User Base:
Paytm serves around 100 million registered users across India,
Canada, and Japan.
It is available in 11 Indian languages.
Use Cases:
Paytm offers online use-cases such as mobile recharges, bill
payments, travel bookings, movie tickets, and event reservations.
In-store payments at markets, restaurants, pharmacies, educational
institutions, and more are facilitated through the Paytm QR code.
IPO and Valuation:
Paytm’s parent company, One 97 Communications, aims to raise over
₹16,600 crores ($2.2 billion) through an IPO.
The company seeks a valuation of $25 billion to $30 billion post-IPO.

4. Latest News and Developments

Paytm IPO: Launched on November 1, 2021, with a price band of
₹2,080-2,150 per share.
Digilocker Integration: Paytm users can now store Aadhaar, driving
license, vehicle RC, and insurance via Digilocker.
Sovereign Wealth Funds: Paytm explores bringing in sovereign
wealth funds as anchor investors.
Insurance Business: Swiss RE might join Paytm’s insurance business
board.
Acquisition: Paytm acquired CreditMate, a Mumbai-based digital
lending startup.