Mumbai: Flipkart’s upcoming flagship sales event, Big Billion Day, may well witness a surge in its own products across various segments.
The ecommerce player has been working with various manufacturing and quality partners to ensure this. “We already have over 30 segments where SmartBuy is present and we should be able to expand it to close to 40 categories before Big Billion Day sales. This festive season, we are looking to push private labels during sale events, given the way we have ensured quality checks and standard manufacturing practices,” said Adarsh Menon, private labels head, Flipkart.
The umbrella brand ‘Flipkart SmartBuy’ was launched earlier this year and started selling in electronics and home categories. These SmartBuy products – cables and chargers, headphones, earphones, power banks, speakers, tiffin boxes, water bottles, jars and containers -are sold by all vendors with the ‘Flipkart Assured’ badge.
One of the companies Flipkart has tied up with for manufacturing is China-based Sharetronics. Sharetronics currently manufactures a range of power banks and will soon start on other products with Flipkart. “Our core strengths of R&D and state-of-the-art manufacturing are nicely complimented by Flipkart’s wide reach, customer focus and leadership in India,” said a Sharetronics spokesperson.
“We work with several global brands such as Lenovo, Huawei and Toshiba and follow the same quality control and turnaround time on Flipkart private label products.”
Flipkart is focusing on a larger private label play for better margins and tighter control of overall inventory of these products.
“We are studying customer data intensively; what feature the customer really values in a particular category . Take, for instance, a mixie. The customer values the motor. It doesn’t really matter if the colour is grey or silver,” said Menon.
“We have tried to double down on features that the customer values in these categories. We are working with quality partners.” The etailer has also partnered with Intertek, which provides assurance, testing, inspection and certification (ATIC) services, both in India and abroad.
“For Flipkart, this means higher quality products and services through the independent quality assurance services,” said an Intertek spokesperson.