Flipkart Fashion acquires new customers through vernacular interface

By

Isabelle Crossley

Published
Feb 28, 2023

Flipkart’s fashion arm Flipkart Fashion now acquires around 20% of its new customers through its local language interfaces. The business sees great potential for continued growth in the so far under-penetrated rural markets. 

“For the next few years, this consumer cohort will remain very important as it is under-penetrated, exposed to the internet, and has spending capacity, which was not present five to 10 years back,” Flipkart Fashion’s senior director Abhishek Maloo told ET Retail in an interview. “For future growth, Tier 3 and 4 markets will become extremely important for us.”
 
Tier 3 and 4 areas in general have a higher percentage of residents who prefer to use media in their local language. To tap into these markets, Flipkart has launched its services in a variety of local languages including Tamil, Marathi, and Kannada.

Vernacular language services are also boosting engagement for Flipkart Fashion. The business has reported engagement with vernacular creators increase by 30% year-on-year and it has made this a core element of its social media marketing strategy. 
 
Flipkart currently operates its e-commerce platform in 11 different languages. The business is witnessing higher growth rates outside of metros and demand for branded apparel is especially picking up in non-metro areas.