Indian e-commerce giant Flipkart has launched a private brand, christened ‘Billion’, which aims to bring high-quality products designed, conceived and tested in Indian conditions to cater to the unique needs of the country’s customers through product reviews, feedback and research-based customer behaviour insights, the company announced in a press release.
The launch is the first initiative of the company’s co-founder and executive chairman Sachin Bansal since he stepped aside as CEO in January 2016. The core idea behind the new budget brand is to offer products designed specifically for Indian shoppers, who, Bansal thinks, aren’t served satisfactorily by most of the existing brands across product categories.
This follows the company’s recent launch of a women’s ethnic wear label ‘Divastri’, which includes more than 1,500 styles of sarees, lehenga cholis, and dress material. ‘Divastri’ is part of ‘Flipkart Smartbuy’, an umbrella brand launched in December 2016 to sell in about 50 categories, including consumer electronics and home.
‘Billion’ is backed by the Flipkart Assurance programme, which guarantees that the products have gone through six levels of quality checks, and will have an accelerated delivery process. The product range lifestyle products, such as backpacks with extra space.
The products will be exclusively available on Flipkart and the company intends to rely on digital marketing instead of spending on mass advertising to promote the brand. (DS)
Fibre2Fashion News Desk – India