Healthkart Incredio

Online healthcare and fitness store HealthKart has launched another private label brand: Incredio, under which it’s currently offering a meal replacement shake and a honey lemon flavored tea. This is HealthKart’s second private label after MuscleBlaze, a protein supplements products brand.

Of late a number of e-commerce companies, across segments, have launched private labels. In fact, earlier this week, Bangalore-based online grocery retailer BigBasket tied up with around 1,800 grocery stores to sell its private label products at their offline stores. Interestingly, the company had mentioned that its private labels currently account for around 35% of its revenues.

E-commerce major Flipkart has launched three private labels so far: home appliances and personal healthcare brand Citron, lifestyle products private label Flippd, and the consumer electronics and digital accessories brand Digiflip. Flipkart-owned app-only fashion store Myntra is also largely focused on private labels. It currently has eight original fashion brands on its platform, including Roadster, Dressberry, and Kook n Keech among others. Last year, Myntra CEO Mukesh Bansal had said that they plan to introduce 15-20 original brands on its platform in the long-run.

Our Take

While private labels does provide better margins for e-commerce companies and might find favor among price sensitive consumers due to its competitive pricing, it needs to be seen if HealtKart will witness the same adoption for Incredio as it does for other branded goods on its portal.

PHYZO: We had missed this earlier: HealthKart has also launched a search engine to find gyms in Delhi-NCR called PHYZO. Users can search by area in Delhi, Gurgaon, Noida and Ghaziabad and get a list of gyms in the locality. They can also book free trials with the gyms directly from PHYZO.

Healthkart Phyzo

HealthkartPlus funding & rebranding: Healthkart’s online prescription drugs marketplace HealthkartPlus recently raised funding worth $6 million from Deep Kalra, founder of MakeMyTrip, Sequoia Capital, Omidyar Network, Intel Capital and Kae Capital. The company had said that the funds will be used for expanding to other cities like Mumbai, Hyderabad, Chennai, Pune and Chandigarh by end of this year. It also rebranded to 1mg.