Brands
Flipkart spends 80 percent of its digital marketing budget on mobile: Flipkart Ads business head Prakash Sikaria
MUMBAI: While addressing a session at a marketing conclave in Mumbai, that debated the relevance of mobile marketing and the need to go app first for brands, Flipkart Ads business head Prakash Sikaria shared that the eCommerce giant spends almost 80 percent of its digital marketing budget on mobile.
Sikaria’s confidence in the medium stems from the data the eCommerce site has gathered as an advertising and eCommerce platform that tracks its consumers’ usage behaviour on multiple screens.
When posed with the question ‘is mobile a minor or a major screen’ Sikaria simply asked, ‘Is that even a debate’. To back his astonishment at the topic of debate, Sikaria shared that for a eCommerce company such as Flipkart going mobile first was only natural, given that more and more of the site’s consumers are switching to spending more time on their smartphones.
“Just to put things in perspective, 3 hrs of mobile in India is equatable to 92 mins of television, which is in turn equatable to 31 minutes of desktop usage by viewers. What we see as a consumption pattern for several businesses mobile is the only screen in India, and going forward a large proportion of the time spent on any medium by consumers would be on mobile,” Sikaria shared, highlighting how India is unique in its mobile friendliness.
Sharing some data the eCommerce platform has gathered from its own consumer research and data and analysis of consumer behaviour on the platform, around 50 per cent of the time spent on mobile is used for communication. According to the consumer pattern gathered from traffic on Flipkart’s mobile app and its web usage analysis, Sikaria inferred that usually customers try the mobile app first, and once they are convinced with the services and have grown loyalty towards the brand, they move to web. This places mobile marketing as the supreme most important requirement for a brand that functions mostly digitally, as it introduces the service to new consumers.
“We have also noticed that across metrics there is better customer engagement and better customer experience on mobile from how much time consumers spend on the site per visit, to how many successful transactions they complete per visit,” Sikaria shared.
As per Sikaria, once the user has jumped the hurdle of downloading the app the engagement is far higher on mobile than on other medium like desktop, provided the app is designed conveniently for them. That is the reason every ecommerce site, every travel startup or web based business wants their app to by in everyone’s phones.
It is to be noted that between the four to five major eCommerce players in the country, television media raised about Rs 1,200 crores in advertising revenue in a single quarter, albeit it was before Diwali last year.
Now with a key player such as Flipkart thinking mobile first, should television advertisement slot seller be worried about the smaller screen stealing away the advertisers which are native to the medium?
Brands
Indel Money appoints Vinod Panicker as CFO to steer growth plans
Veteran finance leader to drive strategy as firm targets 500 branches
MUMBAI: Indel Money has appointed Vinod Panicker as its chief financial officer, effective 29 April 2026, as the non-banking financial company sharpens its focus on expansion and long-term growth.
Panicker, a chartered accountant with over 38 years of experience across sectors, will be responsible for leading the company’s financial strategy, capital management and governance framework.
The appointment comes at a time when Indel Money is accelerating its expansion plans, with a target of reaching 500 branches across 16 states by the end of FY27. The company is looking to strengthen its operational scale while maintaining financial discipline as it grows its footprint.
With a seasoned finance professional at the helm, the firm is aiming to reinforce its financial architecture and support its next phase of growth in an increasingly competitive lending landscape.
The move signals Indel Money’s intent to align leadership capabilities with its expansion ambitions, as it continues to build scale and deepen its presence across India’s financial services sector.
