Billion, the make in India project started by Flipkart’s co-founder Sachin Bansal has been rolled into Flipkart as one of its private label brands. The move happens only weeks after Sachin Bansal left the company, over a disagreement with the board regarding Flipkart’s merger with Walmart.
Sachin Bansal started Billion after he was forced to give up the role of CEO in 2016. The private label brand offers products across various categories including electronics, home appliances and accessories. Bansal has positioned the brand to offer affordable products, catered specifically to the Indian market. Under its merger with Flipkart, Billion will continue to stay under the leadership of Bansal. Flipkart’s private label organization will also work closely with Billion’s 50-member team.
Adarsh Menon, who heads the private label segment for Flipkart, was quoted by Livemint stating, “The space that Billion has very successfully created and occupied for Indian consumers is the space of Make in India and Made in India. And that’s an extremely rich asset that the brand has. That can enable it to travel across multiple categories, which speaks volumes about how strong the brand is. What Billion will continue to do is identifying very India-specific customer requirements, and then working with our ecosystem partners to deliver that to Indian consumers.”
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Having a private label brand, is a very important strategy for e-commerce companies and even offline retailers. Products from these brands generally carry higher margins as compared to third-party products. Including Billion, Flipkart holds about eight private label brands in its portfolio across a number of categories.