Flipkart launches Divastri, its first private label fashion brand

India’s largest e-commerce marketplace, Flipkart, has launched its first private label fashion brand Divastri, as it looks to maintain a lead over global rival Amazon in the online fashion space.
 
With Divastri, Flipkart is going after the market for women’s ethnic wear, for which it says it has seen strong pull online. The firm said the designs for the apparel sold through the brand will be inspired by clothes worn by Bollywood actors and celebrities.
 
Flipkart’s fashion subsidiaries Myntra and Jabong already have a strong presence in the private label business with brands such as Roadster and HRX.