Flipkart, India’s largest e-commerce marketplace, has announced the launch of its in house home appliances and personal healthcare brand-Citron. The label, which includes a wide range of cooking utilities and grooming products, is the third private label to be introduced by the e-commerce marketplace.
According to Flipkart, the product range includes Citron electric kettles, sandwich makers, hand blenders and pop-up toasters. The personal healthcare category has Citron shavers and trimmers, hair straighteners and dryers. While the home appliances products are priced between Rs 500 and Rs 999, the personal healthcare products are priced between Rs 549 and Rs 949.
With this launch, Flipkart now houses private brands in four of the industry fledging categories – Flippd in apparels, Digiflip in consumer electronics and now Citron in home appliances and personal healthcare.
Kalyan Krishnamurthy, SVP – Retail at Flipkart said “The launch of Citron is our next step in expanding the private labels offering at Flipkart. This enables us to offer our customers quality products at a great value for yet another category after lifestyle and tablets. In the next three months we will expand into selling various other products such as irons, induction cooktops, juicers, mixers etc.”