Flipkart Launches Private Label “Citron”

Ecommerce player Flipkart

has recently launched private label named Citron which will offer products under home appliances and personal healthcare category.

The products include electric kettles, sandwich makers, hand blenders and pop-up toasters under the home appliances category. Under the personal healthcare category it has shavers and trimmers, hair straighteners and dryers.

The home appliances products are priced between INR  500 and INR 999, the personal healthcare products are priced between INR 549 and INR 949.

Going forward it also has plans to expand into selling various other products such as irons, induction cooktops, juicers, mixers.

“The launch of Citron is our next step in expanding the private labels offering at Flipkart. This enables us to offer our customers quality products at a great value for yet another category after lifestyle and tablets,” Kalyan Krishnamurthy, SVP – retail at Flipkart said.

This is the third private label that Flipkart has launched. Previously, it had launched Digiflip in consumer electronics and Flippd in apparels.