Before 2014, brands traditionally launched their products offline and then included e-commerce as an additional distribution platform. In 2014, Flipkart changed the game completely. When Google-owned Motorola relaunched the brand in India in February 2014, it chose to go exclusively with Flipkart bypassing the traditional retail channel. In five months, Motorola sold one million smartphones, becoming among the fastest smartphone brands to reach the figure. Since then, dozens of brands have chosen to launch exclusively with Flipkart including Xiaomi, Lenovo, Le Eco, Vu Tv, etc.