Amazon India Launches Private Brand Fashion

amazon-indiaAmazon India has launched the first of at least six fashion private labels it plans to introduce this year. The first brand, Symbol, was launched by Cloudtail India Pvt. Ltd, Amazon’s largest seller, earlier this month.

Cloudtail is a joint venture between Amazon Asia and Infosys Ltd founder N.R. Narayana Murthy’s Catamaran Ventures. Cloudtail will launch other fashion brands by the end of the year, the people cited above said on condition of anonymity. Amazon currently also offers headphones, charging cables, bags and a few other accessories under the AmazonBasics brand through Cloudtail.

The retailer has hired former Myntra executive Gautam Kotamraju to lead its push into private brand fashion. Under Kotamraju, Myntra enjoyed unprecedented private brand growth.

Amazon India head Amit Agarwal said in an interview last week that the company would launch private brands to fill gaps in its product portfolio. “If there are selection gaps on your platform, then there are spaces that absolutely need to be filled. But you want to do it in an area where there clearly is need and customers would shop for that,” Agarwal said.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.