THE WHAT? E-commerce giant Flipkart is aggressively targeting Tier II and III markets, seeing 1.8x growth in premium Beauty and Personal Care (BPC) product sales from these regions. The platform is leveraging technological interventions to enhance the shopping experience in fashion and lifestyle categories.

THE DETAILS Flipkart has rolled out several technological features, including Virtual Try-On, Video Commerce, and Skin Analyzers, to improve customer engagement and satisfaction. The company recently launched the second edition of Glam Up Fest 2024 in Mumbai, where Manjari Singhal, Head of Business, FMCG and General Merchandise, discussed the platform’s expansion and growth strategy.

THE WHY? Flipkart’s strategy aims to capitalize on the rising trend of premiumization in India, where consumers are increasingly seeking high-quality, self-care products. The technological advancements and targeted marketing efforts are designed to meet the evolving demands of consumers in Tier II and III cities, ensuring they have access to a premium shopping experience.