Flipkart partners with global firms to push private labels
Indian home-grown e-commerce platform Flipkart, in a bid to push its private labels, has now decided to work closely with manufacturers in China, India and other Southeast Asian countries. Recently, it got into a partnership with China's Sharetronic to obtain electronic products for its SmartBuy brand. Product-testing and certification company Intertek's local arm has also come onboard to run quality checks. Here's more.
What's it about?
Flipkart's head of private labels Adarsh Menon said, "For any product, there are 'must-have' features and then 'nice-to-have' ones. We are focusing on the must-have features first and bringing them at a cheaper price than average market rate." According to Menon, products, that are being sold under Flipkart's private labels, are more than 15% cheaper than the market rate.
What's the plan?
Flipkart offers SmartBuy brand across 30 categories and will add 10 more, as the festive season approaches. It's Billion brand, the brainchild of founder Sachin Bansal and a 'Made in India' tag holder, is also being aggressively pushed with the primary focus towards tier II and III cities. More manufacturers are also being sought to expand its private label categories.