BPL is Selling Consumer Electronics Through Flipkart Again: Report

  • The company was retailing its consumer electronics products using Amazon’s e-commerce portals
  • Manmohan Ganesh said that Amazon and Flipkart serve different buyer profiles
BPL Dishwasher

BPL India has decided to sell its TVs and other consumer electronics through Flipkart’s e-commerce portal in India. The company after being dysfunctional for a long time had started business in India in 2016.

A recent report published by The Economic Times said that BPL will now reach out to newer consumers in India. The report also mentioned that the step has been taken to accelerate company’s growth rate in India.

Flipkart to Amazon to Flipkart

It is also to be noted here that BPL had started retailing its products only on Flipkart in the same year. BPL in 2017 had moved to Amazon as an Amazon exclusive brand.

BPL India’s chief operating officer Manmohan Ganesh said Amazon and Flipkart serve different consumer profiles. He mentioned that Amazon sells more products in the premium category. According to Ganesh Amazon sells well in the urban markets whereas Flipkart has good reach in tier II and tier III markets as well. Flipkart, as per him, also has a strong presence in the television category.

Smaller towns to drive BPL sales

Ganesh further said that smaller towns will drive growth for BPL in India. He was referring towards the next phase of growth for the brand. He believes that Amazon and Flipkart are strong in different pin codes and being present on both the e-commerce channels will help the company in expanding sales.

BPL’s consumer electronics business, now growing at 30 per cent yoy, had generated Rs 140 crore sales last financial year. The company, in 2016, had started retailing televisions. It has now expanded its consumer electronics portfolio to white goods including dishwashers, washing machines, refrigerators, soundbars, dishwashers, microwave ovens and more.