Festive season is round the corner and Flipkart is expecting massive growth from the home category – majorly from the smaller towns. This was confirmed by the executive of the company.
Ever since its inception in 2014, the home category has been witnessing continuous expansion. And 2019 is going to be no different!
The category is aimed at meeting the Indian consumers’ demand and the entire portfolio consists of home decor, home furnishings, household and home improvement tools, catering to home requirement.
Stating about the growth of home category, Nishit Garg, Vice President of Books, General Merchandise and Home at Flipkart, said “The category has continued to see growth since its introduction a few years back and will continue to be robust with a new set of online consumers coming on board especially from Tier-2 & Tier-3 towns.”
“Flipkart has continuously worked towards solving for middle India or Bharat and managed the desires of consumers across every part of the country. As a valued player, we look at e-commerce as a solution to penetrate and cater to consumers from Tier-2 and Tier-3 cities. One key driver for growth has been to cater to mid-premium selections without letting the consumers compromise on the looks and aesthetics of their desired products,” the executive further said.
Non-metro markets like Jaipur, Chandigarh, Jodhpur and Indore comprise the maximum share of Flipkart’s consumers for home category. It has also established hubs in Panipat, Jalandhar and Ludhiana considering the demand and is focusing on serving the local markets better.
Notably, the home category has witnessed a growth of 6X since January 2017 and has continued to expand the product catalogue in the segment.
Talking about consumer’s’growing interest for home category, Nishit maintained “Given the affordability and design factors, we have seen good interest in the home furnishing category specifically for products such as bedsheets, pillowcases and covers. In-home decor, items such as wall clocks and decor lighting are popular buys. Household has utility products such as cooking pans, pressure cookers and gas stoves.”
He also added “There has also been a growing demand for premium lightings and house improvement tools as DIY continues to interest today’s consumers.”
According to the executive, the category has not witnessed a drop in demand owing to the economic slowdown.
Going by the opportunity the home category provides, Flipkart has also launched its own private brand called Smart Buy.