After Divastri And Metronaut, Flipkart Launches Third Fashion Private Label Anmi

Just ahead of Diwali, Flipkart has launched its third fashion private label Anmi to offer women shoppers a range of contemporary ethnic wear.  Anmi is the sixth in-house brand Flipkart has launched this year.

Targeted at 20-25-year-old urban women, Anmi is a complete data designed brand conceptualised on basis of collected data points such as desired colors, styles, fits, patterns, etc.

As claimed by the company, all Anmi products have successfully surpassed quality related issues like piling, color bleeding, garment construction, seam slippage etc.

As shared by Rishi Vasudev, Head- Fashion, Flipkart, “With the ongoing festive season, it’s the time of the year when a majority of Indian shoppers scout for trendy ethnic-wear options that are stylish yet easy on the pocket. Flipkart has seen a 40% growth in the sale of ethnic wear this year during the festive season. While ethnic clothing for women has always been Flipkart’s forte, with an increased women shopper base this year, this portfolio is contributing to more than 60% of the overall women’s clothing in this festive shopping period.”

Anmi products will cater to the Indian fashion market that is currently worth $3.85 Bn (INR 25,000 Cr) as per Rishi.  Flipkart’s other two fashion private labels Divastri and Metronaut, launched earlier this year, have already garnered attention during the festive season sales held recently. Earlier this month, Flipkart also came up with its private label MarQ, for the large appliances category.

Flipkart has been betting on its private label game since the launch of its digital music store Flyte in 2012. Since then, apart from Anmi, Flipkart has to date launched nine private labels. Not all were a success though.

Probably, Flipkart is going the private label way to combat its negative unit economics, piling losses, and low revenues, in order to walk towards stability and enjoy higher margins over the other sellers on the platform. A clear example of this was portrayed by Flipkart’s fashion subsidiary Myntra. As claimed by the company, Myntra’s private labels and brands business have turned profitable, and it expects its portfolio of 13 fashion brands to double growth and generate revenues of around $300 Mn this financial year.

With over $4 Bn in its war chest, Flipkart is also leaving no stone unturned to lure consumers towards its private label brands. For instance, during a July 2017 pre-festive season sale, Flipkart offered up to 70% discounts on its private labels-Divastri and Metronaut. Now that another of the Flipkart’s festive sale is around the corner, how well Anmi will do, amidst other private label brands, will be worth watching.