Rakuten in the company in August 2007 and, in 2010, it announced a joint venture with Baidu in China (Lekutian). In June 2011, Rakuten acquired Brazilian e-commerce firm Ikeda — since renamed Rakuten Brazil. In July, it bought German e-commerce start-up Tradoria and rebranded it Rakuten Deutschland, and in September UK online retailer and e-commerce marketplace Play.com for £25 million (almost $41 million), which was converted into the points-based loyalty program Rakuten.co.uk. In September 2011, Rakuten took a minority equity stake in Russian online retailer Ozon.ru, dubbed "Russia's Amazon", which had reported 2010 sales worth US$137 million. A four-company-strong consortium, led
Online book rental in India with education book selling. Engineering books are often taken on rent for a semester or 2 and returned after use. With the online space roaring, newer start ups have emerged in online book renting. In engineering book stores, you order books and pay Cash on Delivery, after usage you collect back up to 70% of the invoice back. Online libraries and rental companies have come with a national presence and are trying to reach other smaller cities by using courier companies and the postal service to deliver books. These new ventures have become popular with the trend towards internet-based marketing;