Flipkart launches first private fashion label Divastri – The Economic … – Economic Times

BENGALURU: Flipkart has announced the launch of its first private label in the fashion category to tap into the demand for women’s ethnic wear. With the launch of Divastri, the company is targeting unstitched garments category, typically served by long tail merchants in a bid to control quality and pricing in the segment.

“We have some basic line of private label but Divastri will be our first brand in the fashion space,“ said Rishi Vasudev, VP of fashion (retail) at Flipkart. “We have selected over 20 sellers, some of whom double up as manufacturers to licence the brand and sell on the Flipkart fashion marketplace. We have started with a selection of 1,500 and will soon ramp it up to 2,500.“

According to Flipkart, fashion accounts for more than 60% of all units sold on the online platform.Of this, nearly half the units sold are in the ethnic wear and Indian contemporary wear category.

Vasudev said the company will be introducing new labels in the coming months as part of the fashion vertical. The current line will meet quality standards with a uniform design story for its offerings, he said. The share of fashion in the company’s gross merchandise value has remained static between the first quarter of 2016 and that of 2017, said a report by RedSeer.


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