Published
Jun 19, 2017
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Flipkart enters fashion private label space with Divastri

Published
Jun 19, 2017

As e-commerce companies in India gear up for their clearance sales to get rid of their old stock before the implementation of GST, India’s leading e-commerce player Flipkart has launched its first fashion private label Divastri which will cater to the demand of women’s ethnic wear segment.
 

Flipkart enters fashion private label space with ‘Divastri’ - Flipkart.com


The launch is also likely to further intensify the e-commerce battle in the fashion space with Amazon India which had launched its own fashion labels Symbol and Myx last year.
 
Through Divastri, Flipkart is targeting unstitched garments category. So far, the category has been mostly served by long tail merchants in a bid to control quality and pricing in the segment, the company said in a statement.

“Divastri will be our first brand in the fashion space and over 20 sellers will licence the brand and sell on the Flipkart fashion marketplace,” said Rishi Vasudev, VP of fashion (retail) at Flipkart.
 
Flipkart also plans to introduce new labels in the coming months as part of the fashion vertical, Vasudev added.
 
Flipkart so far has an upper hand over Amazon India in the e-commerce fashion market through its subsidiary’s Myntra and Jabong which have over fourteen private label brands, including Roadster, All About You, Mast & Harbour, HRX, Moda Rapido among others.
 
Amazon India on the other hand is planning to boost its fashion vertical and launch more private labels this year.
 
Most leading e-tailers are now exploring options of high-margin private label business to eliminate the need for third-party sellers.
 
Flipkart and Amazon India are both focusing on fashion and expanding its portfolio’s in the vertical as fashion is expected to become the largest product category by 2020, according to a Google and AT Kearney report.

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