After upping its ante in private labels, e-commerce major Flipkart has launched a new brand by name Billion. The brand slated to have presence across categories such as home appliances and fashion.
Currently, the Bengaluru-based company has launched mixer grinders, cookware, backpacks and irons under the brand. The brand primarily caters to users across tier II and III cities, who always see value for money while buying anything.
Sachin Bansal, Chairman at Flipkart believes that most of the existing brands are far from serving customers’ satisfaction; thus, his brand offers products designed specifically for Indian shoppers.
“The brand is positioned as made-in-India and made-for-India both. These products are made for Indians’ needs only and for all,” said Bansal.
He also gave a call to tie-up with suitable manufactures, who he finds a lot more flexible and open to changes and innovations, along with having a better understanding of the market.
The company is positioning the brand as a value-for-money, projecting itself as a budget brand. According to the Economic Times report, efforts to launch Billion started almost a year ago as Flipkart placed a dedicated team for research on customer data.
Of late, Flipkart has been experimenting with varied strategies to maintain its leadership position and improve unit economics. Hoping big from its private label bets, the e-commerce major is expecting to have 10 per cent of its overall revenue by the end of current fiscal.
Private brands and label are considered important ingredients for e-commerce companies to improve unit economics as they offer better margin in a business where margins are wafer thin.
On the other hand, online seller community isn’t happy with Flipkart’s decision to launch private brand and labels. They fear that data gathered by selling their product can be used by Flipkart to push private brands.
The seller community also urge government to clarify whether marketplaces are allowed to own private brands or not as such brands enjoy special privileges that third-party sellers don’t.