Lingerie retailer, Zivame has sought government's approval to convert its existing venture into a single brand retailer. According to a 2015 policy, the government allows foreign-funded companies sell only their own brands to build ecommerce channels to offer the products.
According to the website of Department of Industrial Policy and Promotion (DIPP), "Actoserba Active Wholesale, which owns Zivame, has applied to the DIPP for expansion of its existing facilities and conversion of wholesale to retail operations, to undertake single brand retail trading of Zivame branded products, including (through) ecommerce."
Italy’s fashion brand, Benetton, has also approached to the DIPP to change its existing model to single brand and to undertake its own ecommerce. Currently, Benetton operates a wholesale business in India that supplies products to be sold through a network of franchisee outlets.
Sundeep Chugh, CEO, Benetton India, said, " The company has filed the application to be able to create an omnichannel experience for our customers in India.”