Exclusive: Flipkart to launch its own branded smartphones in India

Indian online retailer, Flipkart, is set to launch its own branded smartphones, BGR India learns. The online retailer has been in talks with various chipset vendors for almost two years but has finally decided to go ahead with its plans.
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Sources tell BGR India that Flipkart was in talks with Intel, MediaTek and Qualcomm for almost two years. It was the successful launch of the Moto G exclusively on Flipkart sort of convinced the online retailer, sources say. While the plans are still in the works,BGR India learns that Flipkart has zeroed down at launching two smartphones based on solutions from one of the three chipset vendors mentioned above.
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Tata Group’s retail chain, Croma, already sells a number of white label gadgets and appliances, including mobile phones, under its own brand name. However, Flipkart could be the first retailer without any brick and mortar stores to launch white label smartphones with its own branding.

According to Convergence Catalyst’s 2014 outlook report for smartphones and tablets, “E-Commerce players have emerged as strong distribution channel for smart devices, especially smartphones, in India. Their no-frills operations, lean supply chain, direct access to consumers and growing brands (of some of the leading players) make them the preferred partners for many smartphone OEMs.”

“We also expect some of the leading E-Commerce players to launch their own brand of smartphones (through white labeling/ODM strategy), leveraging their direct consumer connect and strong brands,” the report says.

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