Fri. Mar 29th, 2024

Online marketplace ShopClues has today announced the launch of an exclusive label – Home Berry for the home décor and furnishing space. The label is targeted to cater to the value consumer segment in tier 3 and 4 cities, which accounts for around 50% of orders on the platform.

With the launch of Home Berry, ShopClues has now joined the likes of leading e-commerce marketplaces – Flipkart and Amazon India ­­which have launched multiple private labels in the past year.

Commenting on the launch of this exclusive label, Nitin Kochhar, senior vice-president of categories at ShopClues, said,

By the end of the quarter we expect our exclusive label to account for 20% of the total sales in the category. We will be ramping up the exclusive labels over the next 3 to 6 months in unstructured categories catering to the price point for Bharat which is our largest customer base.

He further added that currently, there are around 80 to 100 products that have been launched under this newly introduced brand. The sellers hold the inventory and are manufacturers themselves. He said that the company reached out to them based on their customer experience, product quality, return rates and other factors

The company is also planning to introduce new brands in other unstructured categories ahead of the festive season.

Amazon India launched Amazon Basics in India with consumer electronics and later expanded to other categories. It has also launched Symbol — a private label for men’s wear. On the other hand, Flipkart has launched Smartbuy for the electronics category and is coming up with more private labels in various other categories.

Flipkart has recently launched two new private labels in the clothing segment. In June, it launched ‘Divastri’ — women’s ethnic wear brand, and earlier this month, it launched ‘Metronaut’ for men’s wear.

The online retailers are now coming up with private and exclusive labels to plug gaps in their product offering to custumers, and to boost their earnings with higher margins.

By Jeet