India’ largest e-tailer Flipkart to expand its sports and fitness offering by partnering with top sports and fitness brands, in order to reduce dependency on sales of mobile phones. The company backed by Walmart believes that rise in demand for sports goods in India will come from fitness enthusiasts looking for affordable goods, priced lower than the premium or high-end goods.
Flipkart sells more of mobile phones through their site than any other product. However, those are low margin products and Flipkart wants to reduce its dependency on mobile phones.
Flipkart has partnered with several brands and plans are in place to forge more exclusive brand partnerships. Flipkart’s current products are mostly entry level brands targeted at beginners/hobbyists. Athletes and experts want specific products from brands that help improve performance, bio-mechanics etc, which is not available on Flipkart.
However, that will change from here on.
Flipkart will now offer more sections, including cardio equipment, strength, water sports, indoor sports, exercise & fitness, boxing, martial arts, skating and so on.
Adrenex is Flipkart’s in-house sports and fitness private label brand aimed at sports and fitness enthusiasts in India. The private label will offer hundreds of product categories which will be listed on the sports and fitness category on Flipkart. Through Adrenex, Flipkart is looking to better serve health and fitness conscious Indians, who may not have access to good quality equipment. The Adrenex portfolio currently includes products across major sports, such as basketball, volleyball and football. It will also offer more products across sports and fitness including treadmills, home gym setups, cycles, skates, among others.
Buy Sports & Fitness Equipment on Flipkart
Hero Cycles, Yonex, Li-Ning Racquets, Stag Yoga Mats, KRX Home Gyms are some of the top performing brands driving Flipkart’s sales in this category. While demand for Sports & Fitness products is highest from customers in Bengaluru, Hyderabad, Chennai, Mumbai and Delhi, tier II and III cities are the future engines of growth.
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