"Our e-books, which were available through an Android application till date, can be bought and read by downloading Apple's mobile operating system (MOS), Windows Phone and Web Reader browser," Flipkart vice-president Ravi Vora said.

With about 40 percent share in the organized books market, the six-year-old company is extending its domain expertise in the digital format to provide seamless content on multiple platforms and strengthen its position in the segment.

"We are also partnering with Nokia to pre-install the app on its upcoming Lumina devices for extending the experience of reading e-books to a larger number of customers," Vora said.

The company plans to upload one million e-book titles on its website (Flipkart.com) by this year-end.

"As restricting the e-book experience to a single device does not make business sense, the three new apps will make readers access on any smartphone, table or PC," Payments and Digital Media head Mekin Maheswari noted.

In addition to an extensive selection of Hindi e-books, Flipkart is building a robust collection of regional titles in Marathi and Bengali to be made available from next quarter.

"We believe such initiatives will help seed the habit of reading on digital platforms amongst a larger base of consumers," Vora added.

With smartphones emerging as a constant companion of digital consumers, e-book reading is set to become a habit of the younger generation.


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