Flipkart eyes non-metros and smaller cities for fashion business

The e-commerce major is also expanding its delivery reach through logistics arm eKart

Flipkart is looking at non-metros and smaller cities to position itself as the “fashion capital” of the country.

The Bengaluru-based firm has come up with a strategy to inspire the next 100 million customers, especially those in tier-II and -III cities, to come online and shop for fashion. Since these customers might be new to e-commerce, the company is coming up with education videos on social media in vernacular language to make the shopping experience smooth for them. “Things that require a little bit of conversational content are being developed in vernacular languages,” said Shoumyan Biswas, chief marketing officer at Flipkart. 

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