E-commerce company Flipkart has joined hands with homegrown manufacturers in order to sell Made-in-India products through a private label. The company has started a new, standalone division called ‘Billion,’ which will focus on selling products manufactured by domestic companies. With this new brand, Flipkart is aiming to offer products that are designed with requirements of Indian consumers in mind.
“Billion is a Made in India and a Made for India brand. This is made for Indian consumers, Indian needs and Indian conditions in mind. We did a lot of data mining and analysis, and gathered consumer feedback,” Flipkart co-founder Sachin Bansal said in a statement to The Economic Times. “What we found is that the Indian consumers are value conscious and want more out of a product in terms of features,” he added.
As mentioned, products listed under this new Billion brand comes with requirements of Indian users in mind. For example, Billion backpacks will make room for some extra space, mixers will carry larger jars, and irons with the super coating, ET reports. The company is said to have partnered over ten domestic manufacturers across the country.
Responding to concerns raised by All India Online Vendors Association that Flipkart cannot use seller-generated customer data and feedback to gain from private labels and sister companies, Bansal said products listed under Billion would be priced competitively, so it will not affect sellers.
Flipkart introduced a similar private label ‘SmartBuy’ late last year to sell affordable electronics accessories and home appliances. Similarly, Billion is also expected to leave no stones unturned in reaching out to masses.