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EcommercefirmslikeUrbanLadder,
Yepmeandothersplantoturninto
singlebrandretailers
PostaComment

ByRasulBailay,ETBureau|Aug31,2016,07.55AMIST
READMOREONZivame|Yepme|UrbanLadder|FabAlley|Ecommerce

NEWDELHI:Someecommercefirms,
includingfurnitureportalUrbanLadderand
garmentretailersZivame,FabAlleyand
Yepme,considerturningintosinglebrand
retailerssothattheycanselldirectlyto
consumerswithoutforegoingforeign
investments.

SPOTLIGHT
MarketBuzz

Slideshows

IndiahadinNovemberlastyearamended
itssinglebrandretailpolicytoallowforeign
fundedretailersthatsellproductsundera
singlelabeltodosothroughbothbrickand
mortarandonlinestores.

Byremodellingtheirbusinessesintosinglebrandoperation,
onlineretailerswillbeabletoholdandselltheirowninventory
onlinewithoutcircumventingFDIrules.

Modimadeinvestorsricherby
Rs27lakhcrintwoyears

"Nowthatfullclarityhasemergedinsinglebrandpolicy,wewillcertainlylookatit,"said
VivekGaur,chiefexecutiveatYepme,whichmanufacturesandsellsgarmentsand
accessoriesthroughitsonlineportalaswellasphysicalstores."Wedon'tneedtodo
everythingfromecommercetobrickandmortarstoresourselvesbutitgivesflexibilityto
Mormugao:India'slatest
pickwhateverwewanttodo,"hesaid.
guidedmissiledestroyer

Apollshowed2yearsintohistermthe

Mormugao,partoftheProject15Bisthe

PMspopularitycontinuestobehigh
despitecriticismoverstalledeconomic
reformsandreligioustensions.

secondwarshipofVisakhapatnamclass
stealthguidedmissiledestroyer,whichwas
recentlylaunchedinMumbai.

IsFedreadyingashocktherapyfor
markets?
Governmentinvitesapplicationfornew
Sebichairman

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aboardJetAirwaysflight

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Indiaallows100percentforeigninvestmentinecommercemarketplacesbutsuch
marketplacescannotstockorsellontheirowntheyareonlyallowedtolendtheir
platformsforretailerstosellproducts.
Byremodellingtheirbusinessesintosinglebrandoperation,onlineretailerswillbeableto
holdandselltheirowninventoryonlinewithoutcircumventingforeigndirectinvestment
(FDI)rules.
Thisshockingtrickstops
hairfallcompletely
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RecommendedByColombia

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Women'sfashionportalFabAlley,whichsellsproductsunderFabAlleybrand,saiditplans
toturnsinglebrandnextyearwhenthecompanyplanstoraiseoverseascapital.
"Currently,wearefundedbyIndianangelinvestors.Asandwhenwegetforeignmoney,
wewilldefinitelyapplyforsinglebrandlicence,"saidShivaniPoddar,cofounderofthe
Bengalurubasedfirm.ShesaidFabAlleyalreadyconfirmstosinglebrandnorms.

OnlinefurnitureretailerUrbanLadderhasapproachedlawyerstostudysinglebrand
possibilities,accordingtoapersonwithdirectknowledge."Wearestillexploringthe
singlebrandmodelandareinconversationwithconsultantstounderstandthemodel
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better,"anUrbanLadderspokespersonsaidinanemailedreply."However,wedonot
haveafinaldecisiononthisyet,"thepersonsaid.
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Zivame,whichsellsaround50brandsoflingerieproductsonitsplatform,planstosell
onlyZivamebrandedladiesunderweartobecomeasinglebrandplayer,saidaperson
awareofthedevelopment.Zivamedidnotrespondtoanemailsentlastweekseeking
commentsontheirsinglebrandplansasofpresstimeTuesday.
YepmealreadyoperatesachainofYepmebrandedphysicaloutlets.SodoesZivame,
whichplanstoopenabout100storesinthenextthreeyears.FabAlleyalsohasa
physicalstore.
Expertssaiditmakessenseforcompaniestoleverageontheirbrandequitybygoing
monobrands.
"Itcreatesadifferentiator,and,second,therearenotlargebrands,soitisafantastic
opportunityforcompanieslikeZivametocapturethatspace,"saidNitinChhabra,chief
executiveatecommerceconsultancyfirmAceTurtle.
"Lingerieislargelyunorganised.Therearesomeorganisedplayersbuttheyarenotlarge
duetodistributionissues.Zivamedoesn'thavedistributionissuesastheyareanonline
playertheyarealreadyservingthousandsofpostcodes,"hesaid.
Severalonlineplayersdonotconsiderthisoptionthough.FashionretailersLimeroad.com
andVoonik.comandonlinefurnituresellerPepperfrysaidtheywanttomaintaintheir
marketplacemodels,allowingotherretailerstosellproductsthroughtheirplatforms.
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