the snapdeal app amazon india even surpassed flipkart as the most downloaded app in the first quarter of 2016 according to app data tracker appannie new beginning bahl 34 now shrugs off last years comments we are no longer in the gmv race he says instead bahl says he has set eyes on what the customer wants we are preparing for tomorrows buyer as part of the exercise bahl is trying hard to rebuild snapdeal on september 10 the company unveiled a new brand identity unbox zindagi is an ambitious attempt to shift the narrative of snapdeal from just fast delivery low prices and sales to unlocking the aspirations of customers according to bahl he and his team broke down the moments in the ecommerce experience browsing buying delivery opening a box returns etc and concluded that the magic moment was when the box arrives how snapdeal stacks up against its competitors the new campaign is the culmination of a sixmonth exercise says bahl bahl and dozens of snapdeal executives travelled to various parts of india for three months from march this year to meet an assortment of buyers companies like ours sit in glass buildings and write code look at ppt of market research firms and take decisions that doesnt give first hand deep insights about consumers says bahl wearing a snapdeal tee of the same red used in boxes in which the company now delivers products bahl visited bhopal and spent time with a courier delivery man who heads a fourmember family and earns about rs 12000 a month we saw a middle india which believes its time has come says bahl the aim of the new campaign according to bahl is to build a better connect with customers ecommerce will live up to its potential only when we have 250300 million online shoppers at present about 50 million china has about 700 million he says but will a brand makeover alone suffice will it bring back customers flipkart too recast the brand in may 2015to convey speed reliability and youthful energy but complemented that effort with trying to improve customer experience read addressed customer complaints better the snapdeal makeover has evoked mixed reactions investor mahesh murthy tweeted on september 11 that the newlook snapdeal was nothing but a rs 200 crore new paint job on the titanic he was referring to the amount snapdeal will spend to promote the new look until december others have been more kind in dissecting the makeover sreedhar prasad partner ecommerce kpmg india says in ecommerce one needs to rebrand frequently more often than fmcg players do which is once in five to seven years ecommerce makeover has to be done once in two years as purchases are trigger based triggers refer to the dynamic real time nature of online shopping where customisation is high and the choice is huge snapdeal insists that the rebranding is working on sunday the company says it clocked its highest single day