Online retailers fill shelves with private brands in margin chase

May 08 2014, 07:53 IST
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For the e-tailers, the incentive lies in higher margins. For the e-tailers, the incentive lies in higher margins.
SummaryOnline retailers, vying for a podium finish in race to mkt supremacy, are betting big on private brands.

offline and even selling them on other online platforms.

Even consumer electronics and durables chain Croma, which is run by Tata Group company Infiniti Retail, has seen ample traction for its in-house products. The chain, which launched Croma Life Accessories in 2008, sells its in-house products online as well as through its brick-and-mortar outlets.

“The 250-odd products are priced a rung below the market leader, but on a par with other brands on offer,” said Ajit Joshi, MD and CEO, Infiniti Retail.

At present, private brands account for about a tenth of Croma’s topline. The brand clocked revenues of R180 crore from private labels in FY13 and aims to reach the R250-crore mark this fiscal.

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