Infibeam in July 2015. Infibeam was founded in 2007 by Vishal Mehta, a Cornell and MIT Sloan alumnus. After working for Dell and Amazon.com in the US for five years, Mehta returned to India in 2007 and started Infibeam along with a group of Flipkart employees. He funded the company by selling his personal assets rather than opting for external equity funding. The company was started with an initial capital of 100-150 million. Infibeam.com started as an automobile portal in 2007, but later turned into an online retailer. In 2010, Infibeam launched 'Pi', India's first e-book reader. In 2008, Infibeam acquired
Coles Online regions that had been in operation for 10 years. In April 2009, Coles Online began deliveries to Perth for the first time, and in June of the same year became the first major grocery retailer to introduce online shopping to Adelaide. Coles Online also began deliveries to Hamilton Island in mid 2009 and ceased them in 2016. Coles relaunched its web site in 2013. This significantly improved the functionality of the site by including features such as comparison. The checkout process was also simplified and the ability to build a basket from a shopping list. Filtering of products with attributes