Amazon, Flipkart target small towns to expand personal care business

E-commerce companies such as Flipkart and Amazon are expanding their presence in the beauty and personal care (BPC) sector. Their objective is to tap into new customer bases in smaller cities and towns, while introducing fresh brands, capitalising on the rapid growth of this category, according to a report by Mint.

The report quoted a senior official from Flipkart as saying that the company’s goal is to substantially raise the gross merchandise value of its beauty and personal care segment, an important metric for e-commerce platforms that denotes total sales value. It aims to potentially double this value over the next four to five years, the official said.