Ecommerce major Flipkart has launched an exclusive line of air conditioners and smart televisions under its private label MarQ, at the Consumer Electronic Show (CES) 2018 in Las Vegas. The MarQ ACs and smart TVs are among the only products to be launched at CES that have been designed exclusively to suit Indian needs.
Adarsh Menon, Head of Private Labels and Electronics, Flipkart stated, “We’re very excited to launch MarQ ACs and TVs at CES since it helps bring global focus on the fact that Indian needs are unique and hence we need products designed for India. Being at CES also showcases how geared Flipkart is towards its private labels. MarQ makes cutting edge tech and high quality products affordable to everyone, which is the reason for its success. Our goal is to build a portfolio of every large appliance a customer needs to live better lives, and ACs and TVs further that cause.”
The ‘InnoCool’ range of ACs will be available in four variants on Flipkart from the beginning of April this year while the 32 inch HDR smart TV will go on sale in May. In October last year, the ecommerce marketplace had launched the 32 inch TV (costs $183) and the 24-inch ones (costs $137).
As per an official statement, the ACs and smart TVs will be available at prices that are 10%-20% cheaper than comparable products, with a guaranteed worry-free experience with service centers in close to 300 cities.
A Quick Look At Flipkart And Private Label MarQ
With this launch, Flipkart is steadily ramping up its product portfolio under the MarQ private label. While the TVs are being manufactured by Dixon Technologies, for the design and manufacture of InnoCool ACs, Flipkart has entered into a strategic partnership with LEEL Electronics (India), formerly known as Lloyd Electric & Engineering Ltd.
Under the MarQ label, the ecommerce major first rolled out microwave ovens. Televisions followed a week after that and washing machines followed soon in the third week of November. Besides washing machines and ACs, MarQ might also roll out products like sound bars and premium speakers.
It’s too early to comment on the success of the private label MarQ but Flipkart is clearly not shying away from its private labels any time soon. Ever since the launch of its digital music store Flyte in 2012, Flipkart has to date launched nine private labels. Not all were a success though. Last November, the ecommerce player announced its foray into launching its own smartphone, Billion Capture+, under its ‘Made For India’ brand Billion. In a previous interaction with Inc42, Adarsh Menon had mentioned that most private labels are contributing in double digits for most categories across the platform. How does this number grow in the coming year will be interesting to watch out for.