Flipkart has introduced Fashion Spotlight, a new initiative designed to accelerate the growth of emerging and digitally native fashion brands, particularly those based in Tier-2 and 3 cities. The launch, timed ahead of the festive season when demand typically peaks, is part of the e-commerce platform’s broader strategy to strengthen its presence in India’s expanding consumption markets.
According to Vijay Sharma, Senior Director at Flipkart Fashion, the program addresses challenges faced by smaller fashion entrepreneurs. He noted that innovation for the core Bharat consumer had long been restricted to local tailoring shops and while entrepreneurs were experimenting with fabrics and silhouettes, most struggled due to gaps in market understanding and distribution. Fashion Spotlight aims to fill this gap by supporting early-stage brands through curated discovery, iterative product feedback and guaranteed visibility.
Sharma explained that the program has no commission or exclusivity requirements, allowing brands to participate with minimal barriers. Flipkart plans to begin with a select group of fashion labels and expand to 500 brands by the end of the year, with a longer-term target of reaching tens of thousands.
He also highlighted broader shifts in fashion consumption, with shoppers increasingly driven by trends, identity and comfort rather than discounts. Flipkart Fashion has posted double-digit growth in recent quarters, with one in three new customers joining the platform through fashion. Ethnic wear is expected to dominate festive sales, alongside growing demand in categories such as travel, athleisure and footwear.
