Regional brands have continued their success journey with Flipkart Wholesale, the digital B2B marketplace of India’s homegrown Flipkart Group. As per the company, it has continued to enable many regional brands to reach a broader consumer base and gain an increased market share.
So far, the platform has enabled over 1.2 million kiranas and MSME members to expand their presence by easing out supply chain challenges and providing them with a wide selection of value-based products. As per the company, Flipkart Wholesale works with 555 regional brands across tier-2 and tier-3 cities by capitalising on the power of digital commerce.
With Flipkart Wholesale, several regional brands like Verka, Kanha, Goldiee, and others have been able to grow their sales to the tune of 5x-10x in the past six months as they got exposure to the national marketplace and expanded beyond regional and physical boundaries, the company said.
Leveraging Flipkart Wholesale’s extensive consumer network across the country, the platform has been helping kiranas and MSME members increase their consumer reach as they continue to mark their presence in different markets.
Adarsh Menon, Senior Vice-President and Head, Flipkart Wholesale, said, “At Flipkart Wholesale, our primary focus is to offer a seamless buying and selling experience to kiranas and MSMEs by leveraging our home-grown technology and deep expertise in supply-chain. So far, we have joined hands with many smaller businesses across categories to place them at par with larger brands and help break regional barriers for a much wider reach. As we branch out in other markets, we will continue to digitally transform kiranas and MSMEs by helping them grow faster, retain their customers, and increase their profitability.”
Citing the example of Gainda, a homecare brand with a strong footprint in north India, the group said that in their three-year long association with Flipkart Wholesale, it has been able to clock a 40% increase in their overall sales turnover with expansion in several other regions such as west and south India. Soon after their entry into new markets, the brand recorded a significant spike in their overall demand, market share and brand recall.
“Our partnership with Flipkart Wholesale has benefited us immensely. Ever since we came together, we have been successful in penetrating into tier 2 and tier 3 markets that were earlier difficult for us to tap into with traditional methods. In north India where we already have a solid foothold, Flipkart Wholesale has helped us reach many more pin codes thereby further deepening our presence,” said Vivek Walia, National Sales Head of Gainda.
Chhokra, another sought-after brand of homecare products, has been with Flipkart Wholesale for eight years, during which they have taken the brand to newer heights and made inroads in other markets such as Rajasthan and Haryana.
Chandan Gupta, CEO of Chhokra, said, “After coming onboard with Flipkart Wholesale, we have been able to broaden our consumer base a lot. In addition to existing markets, we are confident of setting foot in our other target regions as well.”
Similarly, in their three-year long association with Flipkart Wholesale, Parag Milk has clocked 4X growth with a solid hold in northern, central west, and south regions. Currently, the brand is also making a foray into coastal Andhra Pradesh, Maharashtra and Telangana.
"Parag is fortunate to have been associated with Flipkart Wholesale to expand and grow exponentially over the last three years. Our alliance is based on true business sense and commitment to healthy growth. Flipkart Wholesale is helping us expand both online and offline, with a strong customer base and presence across multiple tier-2 cities. Ever since we joined hands with them, our brand has been growing continuously,” said Nidhisha Monga, National KAM, Parag Milk.
The company further cited the example of Darshan Foods - a food brand in Punjab, whose growth has been synonymous with Flipkart Wholesale. By leveraging the platform, they have been able to tap into multiple regions and have grown to 26 cities from erstwhile 15-16. Similarly, for Tea Valley, a manufacturer of beverage products, the support from Flipkart Wholesale in curating the right assortment for B2B sales has helped the brand grow immensely with a wider reach through more outlets.