India's largest e-commerce marketplace, Flipkart, has launched its first private label brand for large appliances, MarQ, as it looks to boost sales in the high sticker price category that it says is among the fastest-growing on its platform.
The first products to be launched under the MarQ brand will be microwave ovens, followed by televisions before Diwali, and washing machines and air conditioners before summer next year. The three microwave ovens that have been launched will fit in with the bulk of the demand Flipkart sees on its platform. Flipkart says large appliances sold under its brand name MarQ will cost between 10 and 20 per cent less than products with similar specifications on its platform. Moreover, the products will either offer better specifications at the same cost or similar specifications at a lower cost than competitors.
Adarsh Menon, head of private labels at Flipkart said "Flipkart launched its first private label in December last year and in that time what we've been able to do is understand what the consumer wants. We've also been able to develop an ecosystem of sourcing and quality testing to meet their expectations. MarQ is a culmination of that.”
While developing appliances such as microwave ovens and televisions are a far cry from what Flipkart does, the company says it is partnering world-class manufacturers as well as quality-analysis agencies.