Bangalore based e-commerce company Flipkart has doubled down its private label and smartphone business by launching its first made-for-India smartphone as a part of the Billion private label. Flipkart expects the smartphone to capture 7-8% share of its largest category. The phone Billion Capture+ has been designed and manufactured with Smartron and has two versions priced at Rs 10,999 and Rs 12,999.


Focusing on Quality

“One has to think about differentiation very carefully, especially where electronics and appliances are concerned. We now have a very sharp focus on quality within the Flipkart Billion team, about 20% of the team just focuses on quality, which works even better than branded products,” said Flipkart co-founder Sachin Bansal.


Increasing the Smartphone Market Further

The launch of the new Billion smartphone will grow the market further without cannibalizing existing brands like Xiaomi, Lenovo, and Motorola. It will also be serviced by F1 Info Solutions. “It has taken Xiaomi three years to establish a brand in the Indian market. But with a pure internet company platform, Flipkart will have its task cut out. It takes more than just a product in the Indian market,” said Tarun Pathak, senior analyst at Counterpoint Research.

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