Flipkart partners with fashion brand Urbanic

The partnership with Urbanic is the first of many launches lined up for the upcoming season, the ecommerce platform said. This enables Urbanic to democratise fashion by reaching out to an array of shoppers through the Flipkart’s network in smaller towns and cities. It also aligns with Flipkart’s priority to expand its fashion portfolio.

The demand for youth fashion is reported to be growing at a steady pace in India, and Flipkart said it has identified the opportunity to address these needs by strategically enhancing its youth fashion portfolio. This is being initiated via a two-fold partnership strategy – one, with youth-focused brands, and the second part of Flipkart’s youth fashion-focused strategy is insight-led collaborations with smaller homegrown labels.