Flipkart takes on Amazon, Netflix with free video streaming service

BENGALURU: Walmart Inc.’s Flipkart plans to start a free Indian video streaming service in coming months, escalating a fight with Amazon.com Inc. by borrowing its arch-foe’s tactics.

India’s biggest online retailer plans to roll out video streaming for members of its Flipkart Plus loyalty program by September ahead of the peak Diwali shopping season, people familiar with its plans said. The service is currently in beta mode, the people said, asking not to be identified discussing internal strategy.

Flipkart Online Services Pvt is getting into a red-hot market but playing catch-up by taking a page from Amazon’s playbook. The US retailer’s Prime Video service had for years proven instrumental in retaining shoppers and attracting new ones.