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BPL returns to Flipkart to sell consumer electronics

BPL will now sell through both Amazon and Flipkart who together control over 80% of online sales of consumer electronics in India.

, ET Bureau|
Aug 06, 2019, 05.16 PM IST
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BPL has just listed its television and washing machine on Flipkart and will slowly expand the range such as microwave oven and refrigerators.
KOLKATA: Amazon exclusive consumer electronics maker, BPL India has decided to sell through Flipkart in a bid to reach out to newer consumers and also accelerate growth rate at a time when consumer spending on white goods is slowing down.

With this, BPL will now sell through both Amazon and Flipkart who together control over 80% of online sales of consumer electronics in India.

BPL India’s chief operating officer Manmohan Ganesh said there is a difference in buyer profile in Amazon and Flipkart. For instance, in Amazon more premium products sell well and that too from urban consumers while Flipkart is strong in television category and that too in tier II and III markets, he said.

"Smaller towns will drive the next phase of growth and both the platforms are stronger in different pin codes. Being in both Amazon and Flipkart will help us to expand sales,” Ganesh said.

Incidentally, BPL had re-entered the consumer electronics business in 2016 with Flipkart as an exclusive brand. But the company moved to Amazon as an exclusive the subsequent year.

BPL has just listed its television and washing machine on Flipkart and will slowly expand the range such as microwave oven and refrigerators. The company is also in talks with Paytm Mall to sell through there as well. Ganesh said the brand is evaluating the Paytm Mall proposal in areas like pricing and fulfilment.

BPL’s consumer electronics business had clocked Rs 140 crore sales last fiscal and is growing at 30%. The company had started with television and has now expanded into white goods such as refrigerator, washing machine, microwave oven and dishwasher. It has also rolled out premium models like side-by-side refrigerators and front-loading washing machines.

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