This article is written by Aishwarya Menon, haunting Diploma in M& A, Institutional Finance and Investment Laws( PE and VC events ) from Lawsikho.


“Innovation is taking two things that exist and putting them together in a new way”. The rise of digital technology and smartphones in the last decade coupled with unprecedented speeds and power of compute together with the intrinsic need of parties to shop for essentials and luxuries are the two things that are required to be put together to benefit the consumer. This was the germination of the startup Perpule four years ago whose founders discovered an opportunity in this field. The ultimate objective of an industrialist launching a startup is to prove a business idea. The idea or notion comes ratified when a large company schedules a merger of the house and produce. There have been innumerable examples of such takeovers which are eBay and Paypal, Google and Android, IBM and Redhat to reputation a few.

One of the biggest and most valued public corporations in the world today is Amazon. Their journey started practically 30 years ago in a garage. It started as a small online book retailer and has become a global phenomenon, covering home give, mas compute, advances in artificial intelligence, and the stream of movies and athletics. Amazon has built its market all around the world including India. The COVID-1 9 pandemic has benefitted the e-commerce wing of Amazon globally with exceptional increment and opportunities. They identify India with its big population, inherent ask and low-cost resource pool as a big market and they have been pursuing an aggressive policy to infiltrate the Indian sells. Amazon has engaged closely with physical storages in India in recent years, employing its gigantic presence in the nation to expand its delivery network and warehouses and even time relying on their armory to drive marketings. Amazon’s strategy has been to look for investment to explore partnerships with coordinated retailers” to “enhance the efficiency of last-mile fulfilment” all of which would end up “ultimately driving its e-commerce flywheel.”

Background of their purchases

In their endeavour to grow and proportion abruptly, Amazon has acquired a startup Perpule in India that is helping offline accumulates go online, the e-commerce group’s latest attempt to make inroads in the world’s second-most populous person where brick and mortar continue to drive more than 95% of marketings. The American e-commerce group has announced that it has acquired Perpule, a four-year-old Indian Bangalore based startup. A regulatory filing testified Amazon Technologies paid $14.7 million to acquire the Indian startup in an all-cash spate. The companionship is expected to spend an additional$ 5 million or so to compensate Perpule’s works. The four-year-old startup has given rise to close to $ 4.7 million till date from Prime Venture Marriages, Kalaari Capital, Venture Highway and Taxiforsure co-founder Raghunandan G. Most of Perpule’s staff including co-founders Abhinav Pathak, Saketh BSV and Yogesh Ghaturle are expected to join Amazon.

The Bangalore-based startup has expanded in recent years, launching concoctions like StoreSE which enables a business to support group ordering. They expanded geographically to other Southeast Asian groceries which are Indonesia, Malaysia, Thailand and Vietnam. The startup propelled its first product in late 2016, which focused on facilitating patrons avoid queues at super chains such as Shoppers Stop, Spar, Hypermarket and Big Bazaar. But the make neglected and that is when the startup decided to move to a new commodity. Perpule then created $6.36 million to build a product that offers a mobile payments design( detail of marketing machine) to offline retailers to help them countenanced digital remittances and likewise establish a existence on many mini-app storages including those by Paytm, PhonePe and Google Pay in India. The innovative cloud-based POS enables offline collects in India to better manage their inventory, checkout process and overall purchaser know. Amazon’s aim of acquiring the startup was devoted to digitizing neighbourhood local mummy and sounds accumulates called Kirana collects in India and it’s all one of the purposes of its new “Smart Stores” initiative, which they had launched in June 2020. But Amazon’s interest in Kirana accumulations disappears much deeper than a said he wished to really make profits from digitizing small businesses. Instead, Amazon realises small-minded supermarkets as both motorists of fulfilment for the company and as sources of growth for other Amazon concoctions, including Amazon Pay.

Currently, Amazon is the second-largest online retailer in India, just behind Walmart-owned Flipkart. India’s e-commerce market is expected to become a significant force in the next coming years. India’s retail market is heavily dependent on regional accumulations. Unlike the U.S ., where the mom-and-pop places make merely 15% of the retail busines, in India the amount is 85%, this is the reason for such intense focus by Amazon on Kirana stores. The opportunity to digitize the route Kiranas procure their goods is largely untapped. Getting Kirana collects to sign up to sell on Amazon could boost the overall number and potpourrus of products on the Amazon Marketplace.


These neighbourhood accumulates furnish every kind of items, are family-run and compensate low-pitched incomes and little to no lease. Because they are ubiquitous there are more than 30 million region storages in India, according to industry forecasts no retail heavyweight can offer faster delivery. On surface of that, their fiscals are often better than most of their digital copies. The opinion behind their purchases of Perpule is to increase the seller base as digitized Kiranas can roster their inventory on Amazon’s Smart Storage mart. Amazon’s Smart Accumulates platform, for instance, is a subset of its pay assistance Amazon Pay. With this, Amazon plans to up its play in the Kirana-tech space as it would now leverage Perpule’s cloud-based point-of-sale( PoS) render’ UltraPoS’ and furnish a new collection to new technologies makes to Kirana partners, while digitizing community places.

Through Smart Stores, Amazon digitizes a Kirana store’s product catalogue, then clears the catalog fully viewable by scanning a QR code. A purchaser who tours a Kirana store in person or online can scan the QR code and home line-ups through the Amazon Pay app. By acquiring Perpule, Amazon will be accelerating the number of neighbourhood stores it digitizes, and therefore grow the number of users that may opt for its payment engineering. Kirana storages have also become an increasingly potent tool for swelling and diversification. While Amazon has rapidly grown its physical spirit in India, it has there about 60 fulfilment centres in different regions of the country. This is minuscule compared to the 208 fulfilment centres in the US, this is mainly because India is heavily weighted toward hyper-local fulfilment and give. About 44% of all e-commerce gives in India are carried within a few cases kilometres.

Pandemic as job opportunities

The pandemic has pushed countless once-analogue stores’ plans to go online. These supermarkets now investigated the potential benefits of being online as they can reach their customers in the safety of their homes. This created an opportunity for a growing suite of tech companies including Perpule, as well as others like SnapBizz who have popped up to help digitize Kirana accumulates. Facebook, predominantly through its shoppable WhatApp accumulations, has also tried to make it easier for these neighbourhood accumulates to publish their catalogues online and facilitate deals within WhatsApp. About 60% of Kirana places expressed willingness to work with these retail tech scaffolds, compared to 7% prior to the pandemic. Now Amazon is looking to seize the moment and capitalize on the new requirement and shifting of mindset of the local shopkeepers. One very important aspect is to keep it technologically simple and also entail minimum upfront asset to go online. There ought to have no precursors or plights placed on these places as that can be a dissuading factor. Over now the widespread exert of inexpensive smart-alecky mobile phones that have imbued the masses in India coupled with low-cost connectivity and internet data proved profitable. Perpule’s cloud PoS will help offline supermarkets of all sizes manage the continuing operation better. Over now cloud is the solution and the customer’s smartphone is the interface eliminating the need for the accumulations to have any infrastructure of their own.

Perpule’s PoS billing solution product UltraPOS assistances retailers in the electronics, style, meat and refreshment, and groceries spheres to improve their efficiency. Its clientele base includes Big Bazaar, Oyo, Udaan, Curefit, Wakefit, 24 SEVEN amongst other. In addition, Amazon’s payment appendage Amazon Pay consumed the’ Smart Stores’ feature which it launched in June 2020 to help users scan the store’s QR code and explore products inside the store. It’s positioned to increase footfalls and drive auctions for retailers. Retailers have started working the aspect to enable digital storefronts instant. It appears that Perpule would power and drive the adoption of Smart Store with its PoS solution.

Legal certain aspects of the lot

Acquisition of small companies is the most common inorganic expansion policy followed by big heavyweights. Now, Amazon has a massive presence in the Indian groceries. The buy of Perpule has helped Amazon enter the Kirana markets in India. The Amazon-Perpule deal was an all-cash deal of Rs 107.6 crore. It also includes a further Rs 40 crore pay as additional remuneration to the startup’s works. The following basic law the various aspects of acquisitions need to be considered 😛 TAGEND 1. Due earnestnes and intellectual property

A thorough investigation and a background check should be done of the house is purchased. The intellectual property rights pertaining to point-of-sales( PoS) technology should be transferred to the acquiring fellowship without duty to other parties. The law possession of the intellectual property should vest with the acquirer after the delivery.

2. Confidentiality and non-disclosure agreements

As the acquisition necessitates an inventive technology, it is pertinent from the seller’s perspective to ensure that the acquirer and its representatives sign confidentiality and non-disclosure agreements ensuring that they are legally bound and do not disclose details of the technology even if the acquisition dusks through.

3. Regulatory aspects

Since the acquisition is a foreign investment into an Indian start-up company it is necessary to examine the Foreign Direct Investment Policy of the Government of India. The FDI Policy lets asset under the automated roadway( i.e. without any prior approval of the government of India) since the acquisition in this case is in the technology sector. Furthermore, it is important to note that since the target Indian company is engaged in a modulated sphere such as the e-commerce sector then the sectoral rules applicable to such area for the purposes of the FDI Policy may also apply and will therefore have to be examined. Rule 11 UA( 2) of the Income Tax Rules, 1962 prescribes the method for the valuation of the fair market value of unlisted equity shares of Indian companionships in case of an acquisition. The appraise can be identified either on the book value method or the fair market value of the unquoted equity shares as determined by a merchant banker abusing the discounted free cash flow method.


The Amazon-Perpule deal is a great example of how business can be created from job opportunities and how invention can be leveraged by some smart startups to create lasting appreciate for potential investors. In today’s world, it is imperative that we use engineering and the rapid use of the fast-spreading internet to create new businesses. As seen this deal is a good example of invention of putting both the needs together for the benefit of the consumer, civilization and commonwealth as a whole.

References https :// tech/ startups/ amazon-buys-perpule-in-all-cash-deal/ articleshow /8 1780689 https :// platforms/ why-mom-and-pop-stores-are-central-to-amazons-india-strategy / https :// 2021/03/ 30/ amazon-acquires-indian-retail-startup-perpule / https :// companionships/ news/ amazon-acquires-perpule-to-bolster-kirana-tech-play https :// report/ india-key-legal-aspects-in-the-acqusition-of-start /

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