Adrenex will have sports gear, gym accessories and fitness products.
Flipkart
on Wednesday announced the launch of a new private-label brand
Adrenex, adding to its growing portfolio of in-house brands in
electronics, fashion and furniture, as the Walmart-owned ecommerce
major targets higher margins and differentiated product offerings to
take on rivals.
A
private label is a brand which is designed, produced and marketed
in-house.
Under
Adrenex, which is a sports
and fitness brand, Flipkart is selling cricket and tennis gear
like rackets and bats, footballs, volleyballs, and gym accessories
like yoga mats, waters zippers, clinchers and dumbbells, among other
things. Treadmills, cycles and a range of home gym equipment will be
added later. The brand has over 220 products currently.
According
to Flipkart, the sports good industry currently stands at $3.3
billion and is seen growing to $5.6 billion, in market size, by 2023.
The company said, it had launched a small set of products under
Adrenex during the Big Billion Days sale event in October 2018, and
the brand has grown three-times since then.
“The
aim of Flipkart’s Private Brands has always been to solve for our
customers’ unique needs across categories, by providing them with
the best quality at affordable prices,” said Adarsh Menon, a vice
president at Flipkart, who heads private-labels, electronics and
furniture verticals.
“By
launching Adrenex, we are looking to better serve Indians who are
becoming increasingly health and fitness conscious, but may not have
access to good quality equipment. Going forward, we will be adding
more products to our catalogue, with the goal of serving every sports
and fitness need that a customer might have,” said Menon, a sales
veteran who served at Hindustan Unilever for 11 years before joining
Flipkart in 2015.
Adrenex
is the latest addition to Flipkart
growing list of private labels. Flipkart got onto the private label
bandwagon in 2017 with the launch of MarQ (large appliances), Smart
Buy (consumer electronics) and Billion, a brand for smartphones and
the pet project of now-departed co-founder Sachin Bansal. While
Billion was repositioned to focus on personal care and home
utilities, the company launched several new brands in 2018, namely,
Perfect Homes (furniture), Cara Mia and Ann Springs (women fashion
and accessories), and Miss & Chef (kids clothing and toys).
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