Flipkart launches new private label Citron

Flipkart, the poster boy of Indian ecommerce is again in the news. It has now entered into home appliances and personal healthcare space by launching a private label, Citron. Citron as a brand label includes a wide range of cooking utilities and grooming products. This is the third label that Flipkart has introduced after Flippd and Digiflip in apparels and consumer electronics field, respectively.
The entire product range from Citron is priced between INR 500 and INR 1000 including home kitchen appliances and healthcare products. The range includes sandwich makers, hand blenders, pop-up toasters and electric kettles. The personal healthcare category has shavers and trimmers, hair straighteners and dryers. Kalyan Krishnamurthy, SVP – Retail at Flipkart says

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. In the next three months we will expand into selling various other products such as irons, induction cooktops, juicers, mixers etc.

At present Flipkart has over 20 million products cross 70+ categories including Books, Media, Consumer Electronics and Lifestyle. They claim themselves to be the only players offering one day delivery in 50 cities and same day delivery in over 13 cities as of now. They have over 26 million registered users and deliver over five million shipments every month.



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