Remember Flipkart’s golden days? The original golden days, that is. The times when it had the Midas touch? (Well, at least it thought it did).

It was a few years ago. Around 2012-2015, if you think about it. Everything it did was cheered on.

In February 2012, it launched Flyte, an iTunes competitor for music. In July that year, it launched its own private label for electronics and accessories, DigiFlip. By November, Flyte was selling ebooks too. In 2013, it launched a mobile wallet called PayZippy. The next year, in June 2014, it launched Flipkart First, its subscription service, a good two years before Amazon would launch Prime.