Flipkart to craft identity independent of its platforms, Myntra and Jabong

It has launched five private labels over the past year and is looking to drive exclusive label partnerships with global brands

If one untangles the data jumble that marks the story of online shopping in India, the numbers that jump off the screen are those around fashion. With 35 million Indians buying their fashion and lifestyle requirements online, the market currently stands at around $4 billion (Rs 260 billion) and is estimated to touch $15 billion (Rs 975 billion) in five years according to a recent research report by Flipkart. And this is why the retailer is stitching up its own fashion story, independent of the two fashion platforms it owns, Jabong and Myntra.

Rishi Vasudev, vice president Flipkart Fashion, says that