E-commerce marketplace Flipkart has launched an in-house home appliances and personal healthcare brand Citron. This is the third private label the company has launched, including its lifestyle private label Flippd and the consumer electronics and digital accessories brand Digiflip. The company claims the Citron product range will include electric kettles, sandwich makers, pop-up toasters and hand blenders under the home appliances category, and hair straighteners, dryers and shavers and trimmers in the personal healthcare category. It also claimed that prices for its home appliances products will range between Rs 500 and Rs 999, while its personal healthcare products will be priced between Rs 549 and Rs 949. Flipkart currently lists five shavers and trimmers, a couple of hair dryers and a hair straightener under the Citron brand. The company said it will expand its product line over the next three months, to include irons, juicers, mixers, induction cooktops etc. With this launch, Flipkart will now have self-branded products in four categories, Digiflip in consumer electronics, Flippd in apparels and Citron in home appliances and personal healthcare. Digiflip, which launched in July 2012, initially started by selling electronic accessories like laptop bags, computer peripherals etc., but recently branched into self-branded devices with the launch of a 7-inch Android tablet in July this year. Currently tablets, mobile portable chargers, mouse, headsets, mobile speakers and backpacks, among others are sold by the company under this brand. Flippd was launched in January this year and currently lists products under men’s casual shoes, slippers and flip flops, casual and…
