Flipkart Fashion has launched its first private label Divastri, a fashion line of women’s ethnic wear. Designed to appeal to Flipkart Fashion’s growing women’s customer base who are looking for the latest Bollywood and celebrity inspired looks online, Divastri will offer a selection of 1,500 styles of sarees, lehenga-cholis and dress materials.
Flipkart Fashion identified shopper trends over the last couple of months to conceptualise and design their first private fashion line and has partnered with global quality agencies for robust quality checks including physical audits of samples and lab tests. The quality of the selection offered under this brand has been addressed with paramount importance. Each fabric has been defined to have certain standards in terms of Weight Per Metre, Composition, Yarn count/Density. Additionally, rigorous tests were conducted on the fabric to ensure that they are shrink-proof with zero colour loss.
Speaking on the launch, Rishi Vasudev, Head-Flipkart Fashion commented, ”Over the years Flipkart Fashion has witnessed tremendous growth both in terms of sales and meeting customer needs. Keeping the momentum going, with our first private label launch Divastri, we aim to meet the rising demand for celebrity and Bollywood inspired looks amongst our growing women customer base”. The collection has been curated keeping in mind parameters such as the seller’s design capabilities, quality standards, manufacturing and sourcing capabilities.
Flipkart Fashion launches first private label, Divastri
