The company also launched Metronaut, its first private fashion label for men, which comes just days after the launch of Divastri, a private label brand targeting women. Like its private label for women, Flipkart said the launch of Metronaut was based on data showing that men showed a high affinity towards shopping for branded apparel online.
It added, "Through extensive tracking and analysis of purchase and returns behaviour of men shoppers, Flipkart observed a drastic gap in the demand of consumers compared to goods available in the market."
Flipkart says men's fashion is one of the fastest growing categories online, with the marketplace controlling 40 per cent of the men's online fashion market already. Along with subsidiaries Myntra and Jabong, Flipkart claims that it controls 70 per cent of the overall online fashion market in India, a statement which rival e-commerce website Amazon disputes.
Catering to customers from smaller towns and grabbing market share in high-margin verticals such as fashion, is a growing trend not only at Flipkart, but in much of India's fast growing e-commerce market today. Even Amazon is betting big on online fashion and has launched two private labels - Symbol and Myx in the country.
Further, Amazon says it achieved 90 per cent coverage of all pin codes in the country during its Diwali sale last year, proving that demand existed in all parts of India. Moving forward, it says it will serve customers better outside large metros by continuing to grow its infrastructure, something which has absorbed over half of all its investments in the country so far.