Times Internet is making a comeback in e-commerce with bouquet of private labels

Times Internet is making a comeback in e-commerce with Indiatimes Lifestyle Network across a range of private labels in categories such as grooming, apparel, and accessories. This would be the second attempt at commerce by the country’s largest media network after Indiatimes Shopping that didn’t work out.

According to a report by The Ken, the upcoming venture has been in making for about 8 months and has a team of about 25 people. Instead of rolling out the independent portal, Times Internet would leverage its network of content properties - MensXP, iDiva, What's Hot and Indiatimes - to push commerce.

Indiatimes Lifestyle Network (ILN) would target millennials and young audience (under age bracket -18 to 35). The firm will experiment commerce under tentative brand names - Butter for shaving, mud (men’s grooming), Basta (leather bags), iDiva beauty (women’s grooming), Sooti (apparel) and Mojama (socks).

As per estimation based on three trials with brands like Ustraa, MyGlamm, and Olay, ILN expects 45,000 to 60,000 orders every month. Besides selling its own label, the network is also eyeing partnership with lesser known brands.

Meanwhile, Times Internet will also be launching vernacular units of MensXP, iDiva, What's Hot and Indiatimes starting with Hindi. As per Bhatia quoted in the report, the vernacular play is largely meant for driving engagement and commerce.

Previously, Times Internet tried commerce with Indiatimes shopping for over a decade. But the online marketplace didn’t work out and ultimately it pivoted to become an affiliate site - Gadgets Now.

ILN would compete against lifestyle brands including Bewakoof, HappilyUnmarried, Ustraa, The Man Company and a slew of others. Besides, it would also compete with new age lifestyle content platforms - POPxo and LBB.

Since Times Internet is getting into e-commerce with its own labels, it requires to sort various aspects ranging from sourcing to inventory management, technology among others. Going forward, it would be interesting to see how TIL cracks commerce with four content properties that have about 40 million cumulative MAUs.