In 2007, Bansal buddies Sachin (29) and Binny (28) dug into their personal savings and put together Rs 4 lakh to start an online bookstore, which they called flipkart.com. They knew it was not a new idea and if they were not going to have a big differentiator, the venture carried a high risk of joining the ranks with failed dot.com start-ups that promised so much but delivered so little.