 "Amazon India starts selling women's ethnic wear. Flipkart will be watching closely")
Amazon’s quest to become the king of India’s e-commerce market took another step further today after the e-tailer announced its foray into the apparel sector with women’s ethnic wear.
According to a company statement, Amazon India is offering over 12,000 styles in a variety of garments, like sarees and kurtas from more than 90 brands, such as BIBA and W for Women. The company’s creative head, designer Narendra Kumar, has curated the collections available on the site.
Vikas Purohit, category leader - fashion, Amazon India, said in the statement,“With our vast selection of fashion products’ line, trend insights, customized product recommendations in addition to our quick and fast delivery services and easy returns policy, women now have enough reasons to shop till they drop on Amazon.in.”
The move is the latest in Amazon India’s playbook to take on homegrown e-commerce giant Flipkart.
Yesterday, Amazon unveileda number of new services to win over merchants and customers. These include quick merchant registration, convenient order pick-up locations and a greater number of categories available under the one-day-delivery scheme.
Amazon’s entry into what is believed to be one of the most lucrative segments of the Indian e-commerce industry puts it in direct competition with Flipkart, which is also focusing on women’s ethnic wear sales.
In an emailed response to Firstbiz earlier this year, a Flipkart representative had said,"…our data shows more women shoppers coming to our site in the recent past - makingwomen’s fashion a strategic focus area for us going forward…This growing segment is what we are looking to tap into, while creating awareness aboutour women’s lifestyle offerings.We entered the lifestyle segment last year and it has been our fastest growing category."
Flipkart is arguably India’s biggest online e-tailer and is currently in merger talks with fashion portal Myntra - a move that could propel both entities to the #1 spot in the e-commerce sector.
It looks like the battle for online customers is about to rise to a whole new level.
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