Saturday 14 September 2019

Flipkart expands private brands selection ahead of festive sale

Flipkart expands private brands selection ahead of festive saleNew Delhi: Walmart-owned e-commerce company, Flipkart has expanded its flagship private brand, Flipkart SmartBuy, to 120 categories ahead of the festive season, almost doubling its selection.

This year, the number of products has increased to over 200,000 as the brand prepares to be the one-stop destination for customers’ small needs this festive period, the company said in a statement.

The ramp-up is across key categories in Home essentials like Home Furnishings, Home Decor, Tools, and Festive items, which has seen a 20-fold jump in selection since last year’s festive season. The brand has recently launched products in categories as diverse as Women’s Grooming, Bluetooth Audio, Wallpapers, USB gadgets & Auto accessories.

“Flipkart’s vision is to serve our customers’ needs in ways that positively impact their lives and that closes the gaps between what they want and what is available to them. Through constant engagement with our 150 million+ customer base, brands like ‘Flipkart SmartBuy’ allow us to give our consumer's products tailor-made for them, satisfying their needs when it comes to selection, quality, specifications and affordability. By expanding SmartBuy’s range ahead of the festive season, we are preparing our portfolio to match customer expectations at a crucial time for the retail industry in the country,” said Adarsh Menon, Vice President, and Head - Private Labels, Electronics, Furniture at Flipkart.

The e-commerce firm has seen 60 percent of the adoption of its private brands from tier II and beyond cities.

According to the company, it has used customer insights and feedback from the platform’s reviews to create products that serve the specific needs of Indian consumers. For instance, launching a credit-card-sized pocket power bank that is around 40% smaller than the usual offerings in this category.

In the run-up to the annual festive sale of the year, Flipkart has received Rs 1,616 crore from its Singapore-based parent entity, regulatory filings had shown, according to an ET Report. This was the second fund infusion after January when Flipkart pumped Rs 1,431 crore into the wholesale unit, which purchases goods in bulk from manufacturers and sells them to preferred sellers.

ET had earlier reported that Flipkart is aiming to clock sales worth $3 billion during the festive period this year, with the BigBillionDays sale happening from September 29 to October 4.

E-commerce giant Amazon has also significantly expanded its supply-chain network across the country to over 1,400 delivery stations to strengthen its capacity ahead of the festive season. The company, which is locked in a battle for market leadership in India against Walmart-owned Flipkart, said it also has close to 23,000 retail outlets that carry out last-mile delivery stores under its 'I Have Space' program.

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