Flipkart adds licensing by international brands on its platform

HYDERABAD: International brands entering India through online marketplace Flipkart can now connect with manufacturers on the platform and complete the process of brand licensing online. The initiative under the Flipkart seller programme will also help the marketplace eliminate fake products in the long run through access for manufacturers to brand licensing.

Viacom 18 is among the first to have tied up with Flipkart for licensing three of its brands - Teenage Mutant Ninja Turtles, Spongebob Squarepants and Peanuts for sellers.

"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," said Manish Maheshwari, vice president and head of seller ecosystem at Flipkart.

As a part of the initiative, the marketplace will also address brand concerns on product quality and transparency on retail sales.