Feature

Mapping the Gap

Aided with data on consumers, analytics on need gaps and waning brand loyalty, e-tailers abandon discounting to climb on to the private label bandwagon

Illustration Kishore Das

A 100 new categories across its eight private labels — that’s the target Adarsh Menon, head of private labels at India’s largest e-tailer, Flipkart, has set for his team for 2018. Meanwhile at Myntra, Flipkart’s subsidiary and leading fashion portal, Manohar Kamath, who heads the portal’s fashion brands, is thinking about increasing its portfolio of private labels, which is currently at 13, to 18 by the end of the year. Manish Tiwary, vice-president, category management at Amazon India, emphasises that private labels are an “important avenue” to give customers what they are looking for.