Flipkart rebrands grocery service as 'Kilos,' promises wholesale prices
What's the story
India's leading e-commerce platform Flipkart has rebranded its grocery business to 'Kilos.' The company's new strategy is to offer everyday essentials at wholesale prices. The move is a departure from Flipkart's recent quick commerce venture, Minutes. Unlike Minutes, Kilos is showing longer delivery times for purchases similar to those of Amazon's Fresh service.
User experience
A new look on Flipkart's mobile platform
On the Flipkart mobile app, Kilos is prominently displayed with a 'NEW' tag. Tapping on this tag leads users to a revamped interface. However, on the firm's website, clicking on Kilos still directs users to the familiar Grocery interface. This indicates that while the rebranding is evident on the mobile platform, it hasn't been fully implemented across all digital platforms yet.
Marketing strategy
Flipkart promotes Kilos through BIG Bachat Day sale
Flipkart is aggressively pushing Kilos via its BIG Bachat Day Sale, providing discounts and deals. The company has even sent WhatsApp messages to users, showcasing grocery deals at "wholesale prices." This tactic is similar to what Amazon Fresh and other grocery delivery services employ by offering discounts, card deals, and coupons at the beginning of every month to get customers to stock up on groceries.
Growth strategy
Expansion plans for quick commerce
The rebranding of Flipkart's grocery business to Kilos comes just a month after former Dunzo CEO Kabeer Biswas joined the company. Biswas is now working on Flipkart's quick commerce offering, marking a strategic shift in the company's operations. Flipkart is also working on expanding its new venture, Minutes, by adding new categories to the platform and expanding its dark store network across more cities.