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All you need to know about the Perpule-Amazon deal

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


“Innovation is taking two things that exist and put them together in a new way”. The swelling of digital technology and smartphones in the last decade coupled with unprecedented moves and strength of computing along with the inherent the requirements of people to shop for requisites and indulgences are the two things that are required to be put together to benefit the consumer. This was the germination of the startup Perpule 4 years ago whose benefactors encountered an opportunity in this field. The ultimate goal of an inventor launching a startup is to prove a business idea. The notion or hypothesi comes ratified when a large company projects a takeover of the conglomerate and produce. There have been innumerable examples of such takeovers which are eBay and Paypal, Google and Android, IBM and Redhat to appoint a few.

One of the biggest and most valued public business in the world today is Amazon. Their journey started virtually 30 years ago in a garage. It started as a small online book retailer and has become a world-wide phenomenon, covering residence give, cloud computing, advances in artificial intelligence, and the streaming of movies and plays. 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 unprecedented swelling and opportunities. They examine India with its gargantuan population, intrinsic requirement and low-cost resource pool as a big market and they have been pursuing an aggressive approach to imbue the Indian markets. Amazon has engaged closely with physical collects in India in recent years, utilizing its immense spirit in the nation to expand its delivery network and warehouses and even time relying on their record to drive auctions. Amazon's policy has been to look for investment to explore partnerships with organized 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 scale soon, Amazon has acquired a startup Perpule in India that is helping offline accumulates go online, the e-commerce group’s recent attempt to make inroads in the world’s second-most populous person where brick and mortar followed up with drive more than 95% of sales. The American e-commerce group has announced that it has acquired Perpule, a four-year-old Indian Bangalore located startup. A regulatory filing testified Amazon Technologies paid $14.7 million to acquire the Indian startup in an all-cash lot. The busines is expected to spend an additional$ 5 million or so to compensate Perpule’s employees. The four-year-old startup has raised close to $ 4.7 million till date from Prime Venture Partners, 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 makes like StoreSE which enables a business to support group ordering. They expanded geographically to other Southeast Asian marketplaces which are Indonesia, Malaysia, Thailand and Vietnam. The startup launched its first produce in late 2016, which focused on helping clients avoid queues at super chains such as Shoppers Stop, Spar, Hypermarket and Big Bazaar. But the commodity flunked and that is when the startup decided to move to a new concoction. Perpule then developed $6.36 million to build a product that offers a portable remittances design( object of sale machine) to offline retailers to support their efforts to professed digital pays and likewise establish a presence on numerous mini-app stores including by Paytm, PhonePe and Google Pay in India. The innovative cloud-based POS enables offline collects in India to better manage their stock-take, checkout process and overall patron suffer. Amazon’s aim of acquiring the startup was devoted to digitizing neighbourhood neighbourhood mama and sounds storages called Kirana accumulations in India and it’s all part of its new “Smart Stores” initiative, which they had launched in June 2020. But Amazon’s interest in Kirana collects disappears much deeper than a desire to merely make profits from digitizing small and medium-sized companies. Instead, Amazon looks small collects as both moves of fulfilment for the company and as sources of growth for other Amazon makes, 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 neighbourhood stores. Unlike the U.S ., where the mom-and-pop stores establish merely 15% of the retail marketplace, in India the figure is 85%, this is the reason for such intense focus by Amazon on Kirana accumulations. The opportunity to digitize the practice Kiranas procure their goods is largely untapped. Getting Kirana storages to sign up to sell on Amazon could boost the overall number and potpourrus of makes on the Amazon Marketplace.


These neighbourhood accumulates volunteer every kind of components, are family-run and compensate low compensations and little to no hire. Why it is ubiquitous there are more than 30 million neighborhood stores in India, according to industry reckons no retail monster can offer faster delivery. On top of that, their economics are often better than the majority of members of their digital equivalents. The feeling behind the acquisition of Perpule is to increase the seller base as digitized Kiranas can roster their stock-take on Amazon’s Smart Store mart. Amazon’s Smart Places planned, for instance, is a subset of its payment work 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) offering' UltraPoS’ and proposal a new suite to new technologies products to Kirana partners, while digitizing community collects.

Through Smart Stores, Amazon digitizes a Kirana store’s product catalogue, then determines the catalogue fully viewable by scanning a QR code. A client who calls a Kirana store in person or online can search the QR code and arrange guilds 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 pay technology. Kirana storages have also become an increasingly potent tool for swelling and diversification. While Amazon has rapidly grown its physical existence in India, it has there about 60 fulfilment cores across 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 delivery. About 44% of all e-commerce bringings in India are sent within a few kilometres.

Pandemic as good opportunities

The pandemic has propagandized many once-analogue stores’ plans to go online. These accumulates now envisioned the added benefit of being online as they can reach their consumers in the safety of their residences. This created an opportunity for a growing suite of tech companies including Perpule, as well as others like SnapBizz who have sounded up to help digitize Kirana places. Facebook, principally through its shoppable WhatApp supermarkets, has also tried to make it easier for these neighbourhood accumulations to publish their catalogues online and facilitate events within WhatsApp. About 60% of Kirana stores expressed willingness to work with these retail tech scaffolds, comparison with 7% prior to the opening of the pandemic. Now Amazon is looking to seize the moment and capitalize on the reporting requirement and transformation of mindset of the neighbourhood storekeepers. One very important aspect is to keep it technologically simple and likewise imply minimum upfront speculation to go online. There has to be no precursors or ailments is available on these supermarkets as that can be a dissuading factor. Over here the widespread employ of cheap smart mobile phones that have penetrated the masses in India coupled with low-cost connectivity and internet data proved profitable. Perpule’s massed PoS will help offline storages of all sizes manage the continuing operation better. Over here cloud is the solution and the customer’s smartphone is the interface eliminating the need for the supermarkets to have any infrastructure of their own.

Perpule’s PoS billing solution product UltraPOS promotions retailers in the electronics, manner, menu and liquor, and groceries sectors to improve their efficiency. Its clientele locate includes Big Bazaar, Oyo, Udaan, Curefit, Wakefit, 24 SEVEN amongst other. In additive, Amazon’s fee forearm Amazon Pay applied the' Smart Stores’ feature which it was initiated 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 exerting the feature to enable digital storefronts instantaneously. It appears that Perpule would power and drive the adoption of Smart Collects with its PoS solution.

Legal aspects of the lot

Acquisition of small companies is the most common inorganic swelling programme be accompanied by big-hearted monstrous. Now, Amazon has a massive vicinity in the Indian sells. The acquisition 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 fee as additional remuneration to the startup’s works. The following basic legal aspects of acquisitions to be discussed 😛 TAGEND 1. Due diligence and intellectual property rights

A thorough investigation and a background check should be done of the firm being acquired. The intellectual property rights pertaining to point-of-sales( PoS) technology should be transferred to the acquiring company without undertaking to other parties. The legal owned of the intellectual property should vest with the acquirer after the delivery.

2. Confidentiality and non-disclosure agreements

As the acquisition implies an inventive engineering, 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 tumbles 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 tolerates speculation under the automated road( 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 adjusted sphere such as the e-commerce sector then the sectoral rules applicable to such sector under 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 methodology used for the valuation of the carnival market value of unlisted equity shares of Indian firms in case of an buy. The ethic 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 working the discounted free cash flow method.


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

References https :// economictimes.indiatimes.com/ tech/ startups/ amazon-buys-perpule-in-all-cash-deal/ articleshow /8 1780689 https :// www.modernretail.co/ platforms/ why-mom-and-pop-stores-are-central-to-amazons-india-strategy / https :// techcrunch.com/ 2021/03/ 30/ amazon-acquires-indian-retail-startup-perpule / https :// www.livemint.com/ companies/ information/ amazon-acquires-perpule-to-bolster-kirana-tech-play https :// www.conventuslaw.com/ report/ india-key-legal-aspects-in-the-acqusition-of-start /

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