FlipKart is all set to be a "fashion capital" .

FlipKart is planning to invest heavily in its fashion segment in order to make sure that the exclusivity of their products should rise. The company wants to make sure that one in every five fashion products they sell will be exclusive to the platform. The indigenous player is trying to position itself as the country's 'fashion giant' as they target customers from every segment to tap into the $100 billion overall fashion market in India.

Flipkart is aiming to grow its fashion business by raising sales by 60-65% this financial year and touch $1.7 billion in terms of gross merchandise value (GMV) by March 2019, has undertaken a re-branding drill as part of a broader strategy to stand out as a premier online fashion destination and help differentiate itself from other online retailers.

“This year we have a goal that more than 20% of what sells of Flipkart has to be co-created between Flipkart and a partner or would come from an exclusive brand,” said Rishi Vasudev, who heads fashion at Flipkart. “Earlier it was not a focus area, so only some selection within fashion was exclusive to the platform.” 

Flipkart’s acquisition of Myntra in 2014 further helped boost its position as the leading online fashion retailer in the country. Flipkart also kept the Myntra brand alive as it catered to a premium section of buyers, selling more expensive fashion.
Now, under chief executive Kalyan Krishnamurthy, Flipkart is aiming to differentiate itself from rivals such as Amazon India and stand apart as a premium fashion player, with its new re-branding project to make itself a so-called online fashion capital.

The online fashion market, which is about 5% of the overall fashion market in India, is pegged to grow at 38.2% CAGR from 2017 to 2022, according to industry estimates. 
Experts tracking the retail space believe that online commerce players like Flipkart and Amazon India are targeting fashion for the short-term growth as the share of smartphone in online retail sales is expected to go down from 45%, while the share of fashion is expected to rise from 20%. Currently fashion forms about 35% of the overall sales for Flipkart, peg analysts.