Flipkart Launches Private Labels For Large Appliances

Flipkart is introducing an in-house label for its large appliances, just ahead of its Diwali season sale.

Named MarQ, the company is starting with microwave ovens and these will be priced 10-15% cheaper than the rate for similar branded products to get a foothold in the market. MarQ has to fight it out with established names in the large appliances space.

Over the past year or so, Flipkart has launched four other private labels, including SmartBuy, for smaller electronic and household items, Metronaut for men's fashion, Divastri for women's ethnic wear, and Billion for household products specifically designed for Indian conditions.

Adarsh Menon, head of private brands, Flipkart said "We are starting with microwave ovens and gradually will introduce other products like TV and washing machine. We are looking to offer better technology at the same price that others offer, or give better prices for the same technology.”

The company has partnered with Midea for manufacturing the ovens in China. It has similar partnerships with other manufactures for other large appliances.

E-tailers here have been focusing on private labels because they offer higher margins and enable better control of inventory. Myntra, Shopclues and Amazon all have been launching private labels aggressively