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Flipkart eyeing the USD 27.2 billion alcohol market with HipBar partnership

New Delhi: Walmart’s 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. 

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 reported Economic Times.

The ET report further stated that the government of West Bengal and Odisha have said that Flipkart can be associated as a technology service provider of Diageo -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. 


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