Flipkart partners Viacom18 for licensing of its three brands

Online marketplace Flipkart has partnered with Viacom18 for licensing of its three brands in an initiative that it claims will ease the process for international brands to enter India.

Online marketplace Flipkart has partnered with Viacom18 for licensing of its three brands in an initiative that it claims will ease the process for international brands to enter India. The initiative, Flipkart claims, will not only help global brands to enter India but also solve their biggest problem, that is fake products that have swarmed the Indian market.

“It gives us great pride to introduce a concept like this for the first time in India where a global player can connect with Flipkart and have their product licensed across any number of sellers they want,” said Manish Maheshwari, vice-president and head, Seller Ecosystem, Flipkart.

“International brands that issue licenses through the offline model face several challenges when it comes to sales reporting and product quality control which in turn heavily impacts their royalty. Through this online licensing concept, we want to simplify this process by connecting International brands with the top performing sellers on our platform, giving the brands the power to keep a track on the product sales as well as the quality,” Maheshwari said.

To start with, Flipkart has tied up with Viacom 18’s three largest brands – Teenage Mutant Ninja Turtles, Spongebob Squarepants and Peanuts for sellers. These partnerships will increase the number of brand touch points through extensions into new verticals where the merchandise was previously not present, the company said.

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