Flipkart partners Viacom18 for licensing of its three brands

Flipkart has recently joined forces with Viacom 18 for the licensing of three large brands- Teenage Mutant Ninja Turtles, Spongebob Squarepants and Peanuts.
Flipkart

In order to ease the entry of International brands in the country, eCommerce giant Flipkart has rolled out a new brand licensing initiative which will offer consumers more authentic and branded merchandise.
Flipkart has recently joined forces with Viacom 18 for the licensing of three large brands- Teenage Mutant Ninja Turtles, Spongebob Squarepants and Peanuts - for sellers. This is for the first time an eCommerce firm has launched such initiative in the industry.
With this, Flipkart aims at becoming a licensing platform that connects brands to the most deserving seller in the country.
The brands' "core pain points" like fakes and lack of transparency on retail sales can be addressed effectively through Flipkart's "superior analytics system and the tight control" it keeps on product quality, the company said.
In addition, Flipkart's expertise across 70 plus product verticals will allow the company to offer these brands in a more innovative approach towards merchandising and sales, it said in a release here.
The sellers, in turn, will have the opportunity to create a better experience for buyers, by assuring them quality of authentic products and differentiating themselves from the clutter on the marketplace, the release added.
For international brands, it's "an opportunity" to increase the number of brand touch points through extensions into new verticals where the merchandise was previously not present.
Commenting on the collaboration, Manish Maheshwari, VP and Head - Seller Ecosystem, Flipkart, said “International brands that issue licences through the offline model face several challenges when it comes to sales reporting and product quality control, which in turn "heavily" impacts their royalty.”
"Through this online licensing concept, we want to simplify this process by connecting international brands with the top-performing sellers on our platform, giving the brands the power to keep track of product sales as well as quality," he added.
The company plans to extend its ecosystem with licensors on one side and thousands of high-quality sellers eligible to be licensees on the other side.

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