BMEC Project CarDekho Sec B: Group 04

Business Management in
E-Commerce
Project report on

CARDEKHO
Cardekho.com

INTERIM REPORT
TERM 5 (Batch: PGP 2018-20)

SUBMITTED BY

SECTION B: - GROUP 04
AKHILA SARVASUDDI 18PGP170
SWATHI KIRAN KUMAR DODDI 18PGP226
M NARESH 18PGP235
S SIVA RAMA KRISHNA 18PGP243

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BMEC Project CarDekho Sec B: Group 04

CARDEKHO
ABOUT CARDEKHO
CarDekho.com is India's leading car search venture that helps users buy cars that are right for them.
CarDekho.com, which went live in 2008, was set up by a bunch of young, enthusiastic IIT graduates.
Its investors include Google Capital, Tybourne Capital, Hillhouse Capital, Sequoia Capital, HDFC
Bank, Ratan Tata and Times Internet. CarDekho.com website and app carry rich automotive content
such as expert reviews, detailed specs and prices, comparisons as well as videos and pictures of all car
brands and models available in India. The company has tie-ups with many auto manufacturers, more
than 4000 car dealers and numerous financial institutions to facilitate the purchase of vehicles.
CarDekho.com has launched many innovative features to ensure that users get an immersive experience
of the car model before visiting a dealer showroom. These include a Feel the Car tool that gives 360-
degree interior/exterior views with sounds of the car and explanations of features with videos; search
and comparison by make, model, price, features; and live offers and promotions in all cities. The
platform also has used car classifieds wherein users can upload their cars for sale, and find used cars for
buying from individuals and used car dealers.
Besides the above consumer product features, CarDekho.com provides a rich array of tech-enabled tools
to OE manufacturers and car dealers. These include apps for dealer sales executives to manage leads,
cloud services for tracking sales performance, call tracker solution, digital marketing support, a virtual
online showroom and outsourced lead management operational process for taking consumers from
enquiry to sale.
The company has expanded to Southeast Asia with the launch
of Zigwheels.ph, Zigwheels.my and Oto.com. It also has a presence in the UAE with Zigwheels.ae
“Our vision is to construct a complete ecosystem for consumers and car manufacturers, dealers and
related businesses such that consumers have easy and complete access to not only buying and selling
cars, but also manage their entire ownership experience, be it accessories, tyres, batteries, insurance
or roadside assistance. To diversify our product offerings we have ventured into car insurance business
through InsuranceDekho.Com” – CarDekho Officials

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 BMEC Project CarDekho Sec B: Group 04

CarDekho Timeline

2019 July 30: CarDekho partners Rezo.ai for automated

responses to customers

2019 June 18: CarDekho forays into insurance

2019 Feb 19: CarDekho, Gaadi Parent Girnar Software

acqui-hired Carbiqi, adopts Retail Auction Model

2019 Jan 4: CarDekho closes $110M series C funding

from Acquila capital and 10 other investors

2018 Mar 21: CarDekho raised $2500000 / Series B from

Sequoia Capital India

2017 Dec 1: CarDekho parent Girnar software posts 32%

rise in revenue

2016 May 3: GirnarSoft acquires virtual reality start-up

Volob Technologies in an all-cash deal

2016 Apr 8: GirnarSoft acquires roadside assistance firm

Help On Wheels

2015 Dec 21: Girnar software acqui-hires virtual reality

start-up Drishya360s

2015 Sep 14: CarDekho acquired Times Internet owned

Auto Portal ZigWheels for an undisclosed amount

2014 Sep 30: CarDekho acquired Gaadi Web for

$11000000

2014 Aug 23: CarDekho.com launches iOS app, one

month after releasing it on Android

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BMEC Project CarDekho Sec B: Group 04

COMPETITION AND ITS COMPETITIVE DYNAMICS IN THE INDUSTRY

The Major Competitors are:

1. Car Wale
Joined forces with fellow company Car Trade and Bike Wale to become a leader in the used and
new cars. a web company that connects like-minded people intended to buy and sell vehicles. This
is the first automated website in India. In its product facility, there are several services, tools, and
information that their company provides through its official website.

In the year 2007, they launched the Car Research program on its website for all popular cars in India.
One of the most visited pages of this portal is Recommend-me-a-car. Carwale is a consumer-focused
site that contains detailed information that helps make the best decisions about the appropriate cars.
they provided a free consultation to buyers, provided vendors with appropriate values and offered
trial testing to interested persons at their doorstep.

They also brought together an insurance option and loan processing option so that a buyer could get
the car that needed the least insurance and the cheapest loan and that too with one click of his mouse.

2. Auto Car India

Autocar India license version of 'Autocar', British car category published by Haymarket Motoring
Pub Ltd. enjoys reading widely among car magazines in India. Autocar India has a strong digital
presence. The magazine has some of the most trusted and most famous auto experts on the web. As
the Internet and other magazines and newspapers offer similar news, the type of reliability is
sometimes limited, and the type of division is up.

3. Overdrive
It is present in print, web, television, and events. Overdrive is now on CNBC TV18, CNBC
Awaaz, and CNN IBN. The show ends with CEO Speak, in which key figures in the automotive
sector, celebrities and key figures from various walks of life talk about cars in a very personal way.
OVERDRIVE ensures that enthusiastic young people are joined by the brand.

4. Team BHP.com
Team-BHP started with a dream of a handful of car heads. Today, it is India’s largest automotive
knowledge forum, with over 30 light content, tens of thousands of members and over 15 million
visitors annually. Provide accurate and unbiased information

5. Motor Uncle
The Motor Uncle purchases, processes and analyses syndicated consumer surveys, as well as
expert ratings and journals, as well as actual customer statistics. The data is standardized and
matches the card of 12 parameters, thus creating Unclear Ratings.

6. Droom
Droom is a business marketing platform based on artificial intelligence and data. All the
ecosystem of used cars for the digital economy, including Orange Book Value, Eco (over 1,000
vehicle management levels), History (history of used vehicle history), Discovery (numerous research
tools for purchase) and credit (the first and only market for used car loans and dealer financing).

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BMEC Project CarDekho Sec B: Group 04

Droom serves individual buyers and sellers, dealers and large companies not only to buy and sell
but also to manage the entire life cycle and all additional car services.

Droom has four marketing formats, i.e. B2C, C2C, C2B and B2B, and three price formats - fixed
prices, best offers, and offers. The platform offers a wide range of categories, ranging from bicycles
to aircraft and all car services such as warranty, RSA, insurance and car loans.
Besides, India Droom is available in Singapore, Thailand, and Malaysia, and OBV is available in 38
countries worldwide, making OBV a global benchmark pricing engine.

Droom has over 990 cities in India (the largest local hyper-local market in India), more than 300,000
car dealers (the largest vending platform) and most visitors in the world), 35+ monthly visitors There
are over 12 million app downloads and 6.5 followers + Facebook. investors are Lightbox, Bee next,
Beenos, Digital Garage, Toyota Tsusho Corporation, and Integrated Asset Management.

7. Car Trade
It has a strong network of over 4,000 customers. Currently, more than 4 million unique customers
visit CarTrade.com each month with information about the experience. The CarTrade.com business
can be divided into two categories: CarTrade.com, a customer portal that can visit to buy and sell
Cara Carde cars, a gateway that enables them to manage their business.

This area includes used car pricing information, used car sales, dealer prices and technology reviews
that allow our customers and dealers to choose the most suitable car at the most affordable prices.
Car Trade’s investors and shareholders are Vinay Sanghi founded in 2009. Current investors include
Warburg Pincus, JP Morgan, Temasek, March Capital, and Epiphany counties.

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BMEC Project CarDekho Sec B: Group 04

THE REVENUE MODEL OF CARDEKHO

CarDekho.com makes money from the following sources:
Lead Generation for Dealers.
CarDekho provides customers with an interactive platform to search for and find the right car of their
choice. Once they have zeroed-in on the car of their choice, CarDekho provides them with an option to
contact a car dealer nearest to your location to avail personalised offers/quotes on the car.
Once a customer chooses to contact a dealer, the customer is asked for his contact details which would
then be shared with the dealer. The dealer will call the customer back to close the sale. This is how
CarDekho generates leads for car dealers.
CarDekho works with thousands of car dealers across the country and gets paid for every lead it
generates. Generating leads for dealers has been one of the most important sources of revenue for the
company.

Advertisement Revenue
CarDekho is a very popular website with a niche audience which has an interest in cars. It is because of
this that CarDekho can attract advertisements from car manufacturers looking to rev up interest in their
cars using Google Ad sense.
Advertisement forms another important source of revenue for CarDekho.
Trustmark Certification
Trustmark is a used car certification and warranty program under the CarDekho brand. It is like a
certificate that endorses the quality of a used car – based on the checks performed by CarDekho
engineers. The certification is aimed at providing a used car buyer with the assurance that the used car
they are buying is free from any major defects, that the papers are genuine, and the car has not been
involved in an accident.
They also extend a warranty on Trustmark certified cars subject to certain terms and conditions.
The Trustmark certification is a business to business (b2b) service and is sold to used car dealers.
CarDekho works with numerous user car dealers to accord the Trustmark certification to used car being
sold by them and makes money by charging them a fee for the services provided. The warranty is also
subject to a fee which is charged from the used car dealers
It’s an innovative business model where used car dealers can list their cars for free in the classified
section but indirectly incentivizes them to avail of the certification service as the certification helps
them sell the car faster and at a better price.

Other Revenue Sources:

Apart from the above, CarDekho also generates revenue from the following paid services:

A Virtual Online showroom for car manufacturers with a 360-degree experience of the car
Lead management solutions for dealers: As mentioned earlier, lead generation forms one of the
most important sources of revenue for CarDekho. It also provides additional lead management solutions
for car dealers where the CarDekho team will themselves follow up on the lead on behalf of the dealer
and help close the sale

Commission on Car Loan and Insurance: CarDekho also has tie-ups with a car loan and insurance
providers where they work on a commission model.

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BMEC Project CarDekho Sec B: Group 04

PROFITABILITY POTENTIAL
Market size:
Today, CarDekho is the only automotive portal that works directly with 8 auto and motorcycle
manufacturers and 5000 dealerships throughout India, selling more than 12,000 cars and 25,000 two-
wheeled vehicles per month. This equates to 15-30% of national TV and two-wheel sales for these
OEMs.
It is the only car portal that partners with the best players in the organized used car segment and works
in collaboration with the country's top 4 private and government banks to facilitate the financing of used
cars and provide an experience without continuity solution for both buyers and sellers.

Market Growth:
With over 67 million monthly traffic, 430 million views and over 5 million mobile app downloads;
CarDekho has become one of the largest consumer-oriented digital destinations in India. It is also the
largest automotive video content player in India with 1.4 million YouTube subscribers.
CarDekho is a comprehensive provider of automotive solutions that offers its expertise from the
purchase or sale of the vehicle to its finances, insurance, and maintenance in the different business
sectors of the company. CarDekho plays a crucial role in all stages of a vehicle buyer's journey, giving
them a holistic experience and helping them make the right decision.

Profitability:
CarDekho, India's largest self-tech company, was founded in March 2008 by two brothers and IIT
graduates: Amit Jain and Anurag Jain. From only two people to two thousand employees at the time,
from a small garage in their Jaipur home to offices in 10 cities and a presence in 800 cities across the
country; CarDekho revolutionized India's auto eco-system and redefined new forms during his 10-year
journey.

Competition:
CarDekho is Girnarsoft's flagship portal, along with other group portals such as Gaadi.com, Wheels and
Power Drift, India's largest provider of digital automotive solutions working to digitize India's
automated ecosystem.
CarDekho has raised funds from Marquee investors such as Sequoia Capital, Google Capital, Hillhouse
Capital, Tybourne Capital, HDFC Bank, Ratan Tata and Times Internet, worth USD 380 million.
CarDekho has made itself profitable before increasing its funding, but investments have taken the
company to new heights.

Customer Type:
In the app and the pages in front of the consumer, the company focuses on the three stages of the
customer's journey: the search and purchase of cars, the sale of the used car and the tailoring of the
ownership of the vehicle. "From a research and purchasing perspective, we help the customer buy a
new car by providing extended content such as comparison tools, expert reviews, road tests, image
galleries, and over 200 car videos. We also facilitate the purchase and sale of a used car.

During the life cycle of the vehicle property, we offer various facilities such as insurance, accessories,
maintenance and roadside assistance to improve the after-sales experience throughout the life cycle of
vehicle properties. With the new car, the used car and the customer's road, we are building more points
of contact," says Umang Kumar, President CarDekho.com.

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BMEC Project CarDekho Sec B: Group 04

Conclusion:
So, with the above analysis, we can safely say that we are better off with the company's profitability
potential and that the market potential has huge growth in the future. Similarly, we can perform a
statistical analysis of the company's services the revenue model and the funding from the company can
lead to the high potential in the automotive website market.

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