Flipkart launches its first fashion private label Divastri

As it looks to maintain a lead over global rival Amazon in the online fashion space, Flipkart on Monday launched its first private label fashion brand Divastri. 

Divastri will offer a range of Bollywood- and celebrity-inspired ethnic wear. Flipkart's subsidiaries Myntra and Jabong have a number of successful private labels such as Roadster and HRX. However, these labels largely cater to the western wear segment. 

Flipkart claims it controls 70 per cent of the country's online fashion market along with subsidiaries Myntra and Jabong. To increase its market share in the fashion space, Amazon has launched two of its own