MAM
Kiranas, MSMEs hop onto e-commerce with Flipkart Wholesale app in 2020
NEW DELHI: Over a million small retailers in the country and hundreds of MSMEs continued to repose their faith on online platforms and digitisation as the entire retail ecosystem opts for e-commerce as a mode of doing business during the challenging times of the pandemic. Flipkart Group’s B2B businesses — Flipkart Wholesale and Best Price cash-and-carry stores — have witnessed an increased uptake of e-commerce in 2020.
Flipkart Wholesale, the digital B2B marketplace of India’s homegrown Flipkart Group which was launched in September, and 29 Best Price modern wholesale stores enabled growth and prosperity for small kiranas by offering a wide range of selections at great prices.
Flipkart Wholesale and Walmart India SVP & head Adarsh Menon said, “As India’s leading omni-channel B2B marketplace, we strive towards making e-commerce inclusive for every small kirana and drive growth for every MSME in the country. As the entire retail ecosystem was grappling with unprecedented challenges posed by the pandemic, suppliers and buyers came together seamlessly to unlock the potential of technology and e-commerce. At Best Price, during the lockdown, we encouraged members to place orders on our e-commerce platform and have products delivered to them. We also launched a revamped Best Price app and website and saw order volumes surge through our e-commerce channels. Our members adapted very quickly to ordering online and we believe this trend will continue going forward. Flipkart Wholesale, launched in September, has also seen tremendous success from retailers who can now order fashion products just at the touch of a button. We have consistently worked towards creating an ecosystem that serves kiranas’ growing needs and helping Indian MSMEs access the pan-India market more effectively and we will step up our efforts in the coming year as well.”
Future is Digital
Flipkart Wholesale app which currently offers fashion products — clothing, footwear and accessories — to retailers across 23 cities has also just launched the grocery category in NCR on its platform.
Fashion retailers, who were not able to travel to fashion hubs for sourcing products in the aftermath of Covid2019, came on board Flipkart Wholesale which is a one-stop destination for a wide selection of men’s wear, women’s wear, kidswear and footwear from hundreds of suppliers across all the fashion mandis of India such as Jaipur, Kolkata, Mumbai, Kanpur, Delhi, Surat, Agra, Tirupur, among others.
Flipkart Wholesale has already recorded 50% month-on-month growth in fashion category suppliers and enabled 2.5 lakh listings on its platform since its launch, delivering a major boost to MSMEs in the country and helping realise the Atmanirbhar Bharat dream.
Bharat Retailers opt for E-commerce
Within just a few months of its launch, Flipkart Wholesale app has become a runaway success with 90% month-on-month growth in transactions on its platform. Encouraging trends have emerged from retailers in small towns who have taken onto e-commerce as a preferred mode to do business at ease. Infact, one in every five customers on Flipkart Wholesale is from tier 2 or tier 3 cities.
Through the year, Best Price cash-and-carry business worked closely with its supplier partners on transportation and logistics and significantly ramped up e-commerce and delivery capabilities to ensure members could order and receive products conveniently amidst the pandemic. As a result, its e-commerce channels saw a significant uptick.
E-commerce adoption by Best Price members grew over 10X across 29 stores, with smaller towns such as Meerut, Kota, Guntur, Rajahmundry, Aurangabad, Karimnagar, Amravati and Vijayawada accounting for a large part of the e-commerce traction at Best Price, which signals a surge in Bharat transacting online.
Kirana is King
Flipkart Wholesale app saw 75% month-on-month growth in customer base since launch in September. This growth is the affirmation of the trust that kiranas place with e-commerce and the potential it has to enable convenience, value for products, reach and selections, thus helping small businesses thrive.
Despite the challenging business environment posed by the pandemic, Best Price launched a new store in October in Tirupati to cater to kiranas and small businesses. The newly launched store in Tirupati is Best Price’s 29 store in the country where it is present across nine states, and serves kiranas, offices and institutions, and hotels, restaurants and caterers (HORECA) through a membership model. The launch of the new Tirupati store further ensured that the retail ecosystem has a safe and robust omnichannel option for retailers who are constantly looking for avenues for business continuity.
MSME Champions
Best Price’s suppliers, most of which are MSMEs, showed exemplary entrepreneurship amidst the pandemic and created opportunity out of adversity.
Shree Shakti Enterprises director Rahul Bajaj who has been selling kitchenware to Best Price stores for the last decade, pivoted to manufacturing hands-free sanitiser dispensers and hand wash stations at a time when the outbreak had just started. Best Price helped this supplier during the product building stage through insights on technical feasibility and commercial viability. Sarangi Creations' Babita Gupta who sells bed sheets and pillowcases to Best Price stores, pivoted to selling cotton masks during the lockdown using surplus cloth she had at her factory. Ananth Sagar of Sagar Asia Pvt, a ladder supplier, pivoted to building disinfection tunnels and Covid2019 testing booths and supplied these to local hospitals. Flipkart Wholesale’s connection with the retail ecosystem helped several MSMEs become atmanirbhar (self-reliant) despite challenges posed by the pandemic.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
