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Flipkart eyes profits through exclusive tie-ups with brands

By Sujata Sachdeva

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After raising funds through another funding round led by existing as well as new investors, e-commerce market leader Flipkart is looking to partnerships with brands for exclusive sale events on its platform. This will be on the lines of its tie-ups with Chinese phone brand Xiaomi and Motorola. The plan is to bring exclusive sale events of over 30 global brands on its portal next year.

The Bengaluru-based company has sold millions of units for Chinese phone maker Xiaomi and Motorola, and brands across categories are keen to achieve similar success by partnering with Flipkart. However, Flipkart would finalise the brand they wish to launch in India based upon needs of the Indian consumers and price points they wish to get a particular product at. This year, apart from mobile phones Flipkart has been the sole marketplace for several fashion and apparel brands like Diesel, Debenhams and Kenneth Cole Reaction.

Another leading portal, Delhi-based Snapdeal too is also eyeing such tie-ups with over 450 brands next year, though all of them will not be exclusive tie-ups. Snapdeal has tied up exclusively with brands such as auto maker Mahindra, Tata Housing and Finnish smartphone Jolla for product sales online this year. Both Flipkart and Snapdeal are also keen to invest in strengthening their technology platform to deal with technical glitches that turned the customers away during Flipkart sale event. They want the platforms to be able to handle increase in traffic around exclusive product launches.

Flipkart