Flipkart switches to consumer brand mode

Mobiles to TV, washing machines to ACs, firm plans own brand across product lines

Stepping up competition in the e-commerce space, Flipkart is swiftly moving into its own consumer durable products and electronic devices as part of its private label initiative. The sprawling 230,000-sq ft manufacturing facility in the Selaqui industrial area outside Dehradun is a move in that direction. The facility is churning out LED television sets, manufactured under the MarQ brand owned by Flipkart.

Among the private labels owned by the company, MarQ occupies flagship position in many ways. Being the first private label for large appliances launched in early October, it has already managed to sell more than 5,000 units of LED