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Snapdeal pumps in 200 cr for brand overhaul
There are about 50-60 million online buyers in India currently and for e-commerce to become larger, the next 300-400 million people coming online would be very important. Things like discounts, fast shipping, functional benefits are already there, but going ahead, e-commerce brands will have to stand for something of a higher order,” said Snapdeal Co-founder and Chief Executive Officer Kunal Bahl.
New Delhi : Eyeing an “aspirational India”, Snapdeal has invested Rs 200 crore in rebranding activities and also unveiled a new logo as the e-commerce major focuses on wooing the next 100 million potential online shoppers. The SoftBank-backed company has pumped in over Rs 200 crore for the re-branding initiative, which will include a 360-degree marketing campaign ahead of the festive season.
There are about 50-60 million online buyers in India currently and for e-commerce to become larger, the next 300-400 million people coming online would be very important. Things like discounts, fast shipping, functional benefits are already there, but going ahead, e-commerce brands will have to stand for something of a higher order,” said Snapdeal Co-founder and Chief Executive Officer Kunal Bahl. With this new positioning, Snapdeal is focusing on the next phase of growth, engaging with the next 100 million online shoppers, he added.
The re-positioning by the company comes ahead of the festive season. Snapdeal, like competitors Flipkart and Amazon, is lining up offers to woo customers to shop on its platform. These companies are also ramping up logistics to ensure timely delivery of packages even at peak demand.
The new positioning is focussed on the aspirational India. It is about understanding that each purchase is not just a transaction, but an opportunity to upgrade to a better life as is expressed in the new brand identity, Unbox Zindagi,” Bahl said.
