BENGALURU: For Flipkart ’s new chief executive Binny Bansal , it’s not enough that the electronic marketplace is the country’s largest. He wants to build an Internet powerhouse out of India that can match the might of Chinese ecommerce giants such as Alibaba and Baidu that have been able to thwart Amazon’s efforts to dominate in their home turf.His ambition is driven more by a sense of urgency than audacity. If Snapdeal Paytm and a rush of young startups are snapping at Flipkart’s heels, Amazon has ploughed Rs 3,676 crore (nearly $540 million) into its India operations in the past two months, underlining its intent to climb to the top of the domestic ecommerce market. Overall, Amazon has invested about Rs 6,700 crore in India since January 2015.Binny Bansal’s answer is to double down focus in two areas: the main ecommerce business and logistics, a unit he knows only too well. “Today we are really focused on two areas, commerce through Myntra and (Flipkart), and supply chain,” Binny Bansal, 33, said in an interview with ET in which he outlined his strategy for the company’s growth.“Improving customer experience” is integral to his plans, an area where several industry experts believe Amazon is taking the lead by aggressively expanding its supply chain network.Flipkart, India’s most valuable internet company with an estimated worth of about $15 billion, sees four pillars to its business—commerce, supply chain, advertising and payments, which it is yet to launch. In 10 years, Binny Bansal wants each of these to be sector leaders, although, presently, the first two hog the company’s priority charts.Flipkart under Binny Bansal has already outlined big plans for strengthening its supply chain, starting with building out its logistics unit eKart as an independent business, as ET reported on February 1.“We are taking a big bet on externalising eKart, (which will) start to work with other businesses apart from Flipkart and Myntra,” said Binny Bansal, who was overseeing the logistics unit before he took over as CEO of the 8-year-old company from cofounder Sachin Bansal in January. “eKart is the new joker in the bag” that will generate cash flows in the future, he said.The advertising business, launched last year under Sachin Bansal as a potentially quick path to profitability, will scale up this year, Binny Bansal said.As for payments, he said the company plans to venture into it step by step. “I don’t think anybody has solved payments. There is some traction out there but we don’t believe that it’s a done deal,” he said. Snapdeal and Paytm, Flipkart’s main domestic rivals, have their own payments businesses.Binny Bansal has an eye for zeroing in on the right things to focus on, a former top executive at Flipkart said on condition of anonymity. “Quality of customer service will get back on track and profitability will get streamlined better (under Binny Bansal)... What you will not get is something as drastic as app-only,” this person said, referring to Flipkart’s now-abandoned plans to shut its desktop website and run only as a smartphone application.India’s ecommerce market is expected to triple to $68.8 billion by fiscal year 2020 from $23 billion in 2015-16, according to Goldman Sachs. This has attracted global strategic investors such as Alibaba, which has picked up stakes in both Paytm and Snapdeal, but Amazon has been the most aggressive in directly expanding its India operations. Flipkart is negotiating with investors to raise about $1.4 billion, ET reported on January 7.Sachin Bansal and Binny Bansal, who are unrelated, started Flipkart in September 2007 as an online book store and rapidly built it into the country’s largest online retailer. Sachin Bansal was named executive chairman in a management restructuring last month and will now focus on fundraising and strategy, leaving the running of Flipkart to Binny Bansal.Binny Bansal said he will be spending most of his time on expanding and strengthening the core commerce platform, which Myntra founder Mukesh Bansal was overseeing. Senior vice president-engineering Hari Vasudev and Amitesh Jha, vice president, will oversee day-to-day operations at eKart.Mukesh Bansal’s resignation last week has put Binny Bansal in charge of all the business segments at Flipkart with the top managers reporting directly to him. Mukesh Bansal had joined Flipkart after it acquired Myntra in May 2014.One of the main challenges for Flipkart, according to some experts, had been the second layer of management that the company had built across functions such as engineering, product, marketing and finance in the past 12-15 months.“The issue at Flipkart is that it has been expanding like crazy and adding senior management from all over,” said Wharton School professor Kartik Hosanagar. “This rapid addition of a lot of executives from multiple countries and companies has created a clash of cultures and personalities within the company.”It’s now up to the new CEO to straighten that out as well as he builds an Internet powerhouse.