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

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.