Flipkart targets GenZ users with new offering Spoyl, follows sister firm Myntra

economictimes.indiatimes.com:

Flipkart on Thursday announced a new offering named Spoyl, which, it said, was aimed at GenZ users. It will be inside the main Flipkart app and available as an “app-in-app”, the firm said. About a quarter of Flipkart’s shoppers are GenZ users, born between 1997 and 2012, the company said in a statement.

Spoyl will focus on this segment, offering over 40,000 products, across segments such as westernwear, accessories, and footwear. In May, Flipkart-owned fashion platform Myntra had launched its own GenZ focused app-in-app shopping vertical, called FWD. Myntra also launched a programme for students to access special deals in relation to FWD last week, called “FWD Campus Tribe”.

“At Flipkart, we understand that value fashion doesn't mean compromising on quality and ethical production practices. By encouraging our seller ecosystem to use on-spot trend inputs and incorporating advanced planning, we strive to make available the most stylish garments, made possible by technology and data insights,” said Sandeep Karwa, vice president of Flipkart Fashion, in a statement. The drive for GenZ customers comes as Flipkart tries out a number of other experiments on its platform, such as live commerce and an AI assistant.

Though they’re yet to make a sizable impact, the ventures are intended to increase customer engagement with the platform. Similar strategies have also been adopted by rival Amazon India, with the latter even building a free-to-watch OTT platform inside the shopping app, called MiniTV, to boost user engagement. Flipkart’s and Myntra’s effort to tap into GenZ users also come when multiple platforms and brands such as Virgio, Stumbl, Zouk and Snitch, have been scaling up operations to tap this user segment, which is