Private Brand & Flipkart Dominate India 2017

A decade ago, Sachin Bansal and Binny Bansal were two twenty-somethings with a dream open an online bookstore. Neither they nor the rest of India could have guessed that this infant retailer, would go on to dominate Indian e-commerce. Flipkart did just that. In November 2017 the retailer was declared the most trusted brand in e-commerce for Indian consumers by a study conducted by research firm RedSeer Consulting.

Today, the company is valued at over $11 billion, hosts about 100,000 sellers, has a registered user base of around 100 million people, boasts 80 million products, and is locked in a brutal battle for domination with Amazon.

Announced in December 2016, Flipkart’s first private brand SmartBuy officially launched January 2017. Starting off with just electronics and mobile accessories, in the course of the year, SmartBuy extended into adjacent categories including personal audio, home furnishings, appliances, personal grooming, and fashion. The launch was quickly followed by 3 more brands:

  • Billion: which focuses on the unique needs of Indian consumers. 
  • Perfect Homes: home décor and furniture
  • MarQ: appliances and electronics

The year ended with the launch of Flipkart’s first smartphone under the Billion brand, the Billion Capture+.

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Christopher Durham
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.