Flipkart is trying to take on Amazon Prime, again. Why it’s not easy to deliver a ‘VIP’ experience.

E-commerce behemoths Flipkart and Amazon are neck and neck on most fronts. But one arena where Flipkart has been a non-starter is in building a loyal subscriber base, as Amazon has done with its Prime membership, often seen as the gold standard of loyalty programmes. But the Walmart-owned company has not given up hope. In the run-up to its flagship sale The Big Billion Days, Flipkart launched a new programme to bring in subscribers. It announced