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India’s Flipkart Experiments Again With In-House Brand Marketing

June 28, 2016: 12:00 AM EST
India’s online retail marketplace Flipkart will be licensing its house brands in jewelry, mobile, and fashion accessories to approved sellers, according to reports. Suppliers must be capable of fulfilling the company’s quality manufacturing benchmarks and product specifications. This is the company’s second try at boosting its high-margin private-label business. Three years ago it launched in-house brands Digiflip in consumer electronics, Citron in home appliances and Flippd in apparels. The brands failed to gain a toehold in their markets; the company has stopped selling Digiflip tablets.
Aditi Shrivastava, "Flipkart looks to fill up cart with own brands", The Economic Times, June 28, 2016, © Bennett, Coleman & Co. Ltd.
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