In a setback to Flipkart, white goods maker BPL has moved to Amazon and will sell exclusively on the platform.
As per Ajit Nambiar, chairman and managing director of BPL, "BPL constituted around 12% of Flipkart's large appliances sales."
The company is estimated to have sold around Rs 175 crore worth of products on the platform. But Nambiar says he was not happy with the sales on Flipkart and believes it could have been much more, given the brand pull.
Nambiar said, "With Amazon, it is a long term strategic technology partnership. Amazon will share information about what a customer is searching for and what a customer wants and that will add great value in bringing out new products or modifying a product. In the earlier era, customer feedback would have taken more than six months.
BPL will also launch washing machines, air conditioners and microwaves on Amazon.
The company will have as many as 16 different products by leveraging the brand identity, Nambiar said.
Some of the products are assembled in Baddi in Himachal Pradesh, while most of the items are imported. Both Amazon and Flipkart have been working with popular brands to sell on their platform exclusively.
Several brands that sold only online when they launched in India, including Motorola, Xiaomi and One Plus, chose one or the other platform.
Manish Tiwary, Vice President of category management, Amazon India, said, "It is everything but a deal made over money. We gave enough compelling reasons for BPL to work with us.
We wanted BPL to be on our platform when we knew that they are reentering electronics. It is an iconic Indian brand with a special pull factor."