Flipkart, an e-commerce company has announced the launch of its first private venture in the fashion category labeled ‘Divastri’. Divastri will provide ethnic wear for the ladies. With the launch of their new label, Flipkart is targeting unstitched garments category in order to control the quality and pricing of the segment.
During the launch of ‘Divastri’, Rishi Vasudev, VP of fashion (retail) at Flipkart said, “We have some basic line of the private label but Divastri will be our first brand in the fashion space”. He also added that “We have selected over 20 sellers, some of whom double up as manufacturers to license the brand and sell on the Flipkart fashion marketplace, We have started with a selection of 1,500 and will soon ramp it up to 2,500”.