Published
Aug 1, 2017
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Flipkart's co-founder Sachin Bansal launches Billion brand

Published
Aug 1, 2017

Sachin Bansal will launch Billion as a private label under Flipkart with a focus on the core Indian population and their online shopping needs.

Billion will be launched under Flipkart and will start with homeware and lifestyle products - Flipkart- Facebook


After launching, Billion will start with kitchen appliances including cooking utensils, mixers, grinders and other household products such as irons. Lifestyle products such as backpacks will also feature and the product line will be diversified in the future. As the target consumer is the average Indian, prices will be highly competitive. Moreover, all products will be made in India which reflects Flipkart’s support for the government’s “Make in India” campaign.

“There are few products or brands which have been innovated keeping in mind the core Indian masses and that was the genesis for Billion,” explained Bansal as his reason for starting the brand. In order to find out what kind of products people currently want, the company conducted data mining and searched through product reviews on many e-commerce sites. The gaps in the market and dissatisfactions they saw lead Billion’s own design process, said Bansal.

Flipkart has already launched private brands including the two fashion labels Divastri and Metronaut as well as its brand SmartBuy. Bansal spoke of Flipkart’s private brands, “Private brands have gained prominence but that has not resulted in other sellers losing share. They grow the overall sales on a platform. This has happened on Myntra and I hope to see the same at Flipkart”. After swift growth in 2014 and 2015, the e-commerce market is now growing at a slow pace. The number of customers who buy products more than once a year is pegged at 20 to 30 million and it is this customer base that Bansal’s Billion is hoping to tap into. 

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