Flipkart puts focus back on private labels, launches in-house sports brand

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