I myself had dreamt of opening an online book-store... way back in 2005. A group of us had even started putting together a business plan. Eventually the team fell apart and we did not start the business. I am glad we did not. Otherwise flipkart would have given me a serious run for my money.
I have compared various online book stores that have mushroomed in the recent past... none registers in the mind as flipkart has, even with obvious soundng names like pustak.com. Its not the ease of remembering the name... but the experience of buying on their website that makes you remember them for ever, once you bought something from their site. And delivering on that customer friendlyness in e-business is not easy... as there is no face to face interaction with the customer. but flipkart does this not once but again and again. hats of to the flipkart team.