Flipkart’s new brand ‘Adrenex’ to target sports and fitness enthusiasts

Flipkart today announced the launch of Adrenex, its in-house sports and fitness private label brand aimed at sports and fitness aspirants.

The company said in a statement that the Adrenex will be designed to cater to lifestyle and fitness enthusiasts in India. The private label plans to offer more than 220 product categories which will be listed on the sports and fitness category on Flipkart.

According to the Flipkart, the sports and fitness industry in India is estimated to be valued at $5.6 billion by 2023 from the current valuation of $3.3 billion.

The e-commerce giant led by Walmart Inc believes that rise in demand for sports goods in India will come from fitness enthusiasts looking for affordable goods, priced lower than the premium or high-end goods.

“The aim of Flipkart’s Private Brands has always been to solve for our customers’ unique needs across categories, by providing them with the best quality at affordable prices. By launching Adrenex, we are looking to better serve Indians who are becoming increasingly health and fitness conscious, but may not have access to good quality equipment,” said Adarsh K Menon, vice president, private brands, electronics and furniture at Flipkart in a statement.

Menon added that going forward Flipkart will be adding more products to our catalogue, with the goal of serving every sports and fitness need that a customer might have. Adrenex was originally introduced before the Big Billion Days in October 2018, and Flipkart claims that it has already seen a 3X growth over that period.

The Adrenex portfolio currently comprises of affordable products across major sports, such as basketball, volleyball and football. The brand is now looking to strengthen offerings by adding more products across sports and fitness including treadmills, home gym setups, cycles, skates, among others.

Flipkart decision to get deeper into sports private levels comes after the Indian government, led by department of industrial policy and promotions (DIPP), cracked down on e-commerce firms for selling goods online using proxy entities like Amazon’s Cloudtail and Flipkart’s WS Retail.

Flipkart also has a separate brand tie-up with Decathlon sports which was signed in December 2017. Under that tie-up, the entire range of Decathlon products sold in offline stores, were to be listed on Flipkart. "Flipkart’s tie-up with Decathlon, however, stands invalidated currently, according to a Flipkart spokeswoman."