Walmart-owned Flipkart is turning its refurbished goods portal 2GUD into an unbranded lifestyle and fashion platform that will compete with etailers like Paytm Mall and Snapdeal, as well as Chinese online apparel players such as Shein, Ali Express and Club Factory.
The move indicates Flipkart Group’s strategy to capture all segments of the Indian market, ranging from urban to small-town customers. Using 2GUD, the ecommerce leader wants to particularly tap value-conscious buyers across these geographies.
“While Myntra and Jabong cater to the top half of the demographic selling premium branded merchandise, Flipkart targets branded premium to mass market, (and) 2GUD will be a notch lower,” said Chanakya Gupta, Head of 2GUD, Flipkart’s independent value platform.
“This is a key pivot for us, and we are committed to building this as an independent brand,” he said. A pivot is a change of business direction, a term mostly used by startups. 2GUD has a team of more than 70 employees.
The shift to make 2GUD a value seekers platform comes less than a year after the company launched refurbished mobiles, accessories, and laptops as a category. While that selection will still be available, sources say the focus will move to affordable and unbranded lifestyle products.
New categories under the lifestyle umbrella include fashion, accessories, beauty, toys, stationery, home and electronics such as audio systems, and feature phones. 2GUD plans to launch the business with close to 100 sellers by month-end.