
Tata Cliq leans on premium brands to stand out in e-commerce race
Subscribe to enjoy similar stories.Tata Cliq, the flagship e-commerce platform of Tata Group, is focusing on premium brands, luxury shopping, and franchising marquee international brands in India as the size and scope of the country's e-commerce business grow rapidly.The company is betting on the upcoming India launch of the US premium athleisure brand Lululemon, expanding its luxury offerings, and introducing new categories such as supplements and other wellbeing products.This comes at a time when India’s e-commerce sector, with major players such as Amazon, Flipkart, and Meesho, continues to battle for scale while offering deep discounts. Tata Cliq is positioning itself around affluent consumers, curated offerings and premium experiences.Tata Cliq, which has been in business for ten years, is preparing to launch the first few stores of Lululemon in three months, chief executive Gopal Asthana told Mint.
“We will open stores for them, we will do e-commerce and their D2C site, so we will be the only ones doing everything for them in this country. The brand is of a different stature altogether.”Asthana compared the partnership with Tata Consumer's joint venture with American coffee chain Starbucks, adding that the company is keen on similar partnerships that can bring international goods to Indian customers.
Last year, the app launched French sportswear brand Decathlon.Beyond premium fashion, Tata Cliq is also betting on luxury experiences to differentiate itself in an increasingly fragmented e-commerce market. The company recently hosted an online auction for watches priced upwards of ₹5 lakh, with bids reaching ₹64 lakh for a single timepiece, according to Asthana.
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