Flipkart finds fake beauty products is a major customer concern

The e-commerce platform Flipkart’s latest research shows that one of the biggest concerns for Indian online shoppers searching for beauty products is whether items are real or fake. 

Flipkart has identified fake branded makeup as a major concern for beauty shoppers - Flipkart

One of the main issues facing the Indian beauty industry is that of fakes, Flipkart’s senior director of general merchandise Nishit Garg told ET Retail. The business’ research showed that it was both an issue on Flipkart’s e-commerce platform and in the industry as a whole, including in offline retail. Flipkart is now working on increasing consumer confidence and policing fake brand items. 

One way the business is policing branded items is by officially approving certain sellers to corroborate that their products are real. "The stamp of authentication on product images reassures customers that they are buying from authorised sellers, and also helps brands weed out disingenuous sellers,” explained Garg. “We are expanding this offering to other Beauty categories as well. To further reassure customers, we have tied up directly with brands and experts, who can vouch for our products and platform."

As well as cracking down on fakes with authentication procedures, the business is also working on augmenting its male grooming product category, a segment of the beauty market that is growing rapidly in India.

"Men’s grooming and make-up are important segments for us, and we are tying up with more international brands as well,” said Garg. “We are also expanding the range of natural beauty products to cater to the demand for organic and chemical-free products. We are also innovating on the customer buying journey to give them the best possible experience."

 

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