To create a more robust seller ecosystem, Flipkart has tied up with Viacom 18 for the licensing of three of their largest brands – Teenage Mutant Ninja Turtles, Spongebob Squarepants and Peanuts for sellers.
This brand licensing initiative aimed at easing the process for international brands entering India as well as offering consumers more authentic, branded merchandise at the click of a button.
International Brands are constantly looking to partner with the most competent manufacturers across categories and Flipkart aims to become that licensing platform that connects these brands to the most deserving sellers in India. The brands’ core pain points, like fakes and lack of transparency on the retail sales, can be addressed effectively through Flipkart’s superior analytics system and the tight control the company keeps on product quality. In addition, Flipkart’s expertise across 70+ product verticals will allow the company to offer these brands a more innovative approach towards merchandising and sales.
The sellers in turn will have the opportunity to create a better experience for the buyers, by assuring them the quality of authentic products and differentiating themselves from the clutter on the marketplace. For the international brands, it is an opportunity to increase the number of brand touchpoints through extensions into new verticals where the merchandise was previously not present.
Commenting on this initiative, Manish Maheshwari, VP & Head (Seller Ecosystem), Flipkart, said, “International brands that issue licenses through the offline model face several challenges when it comes to sales reporting and product quality control which in turn heavily impacts their royalty. Through this online licensing concept, we want to simplify this process by connecting International brands with the top performing sellers on our platform, giving the brands the power to keep a track on the product sales as well as the quality.”