Online marketplace ShopClues has launched its in-house electronics brand– Digimate. This is ShopClues’s fourth private label, after launch of Home Berry (Home & Décor), MEIA (Workwear fashion for women) and Baton (Footwear fashion for men), before.

As of now, the company is selling only electronic accessories under Digimate like selfie sticks, power banks, earphones, aux cables, and charging cables, in the price range of Rs129 to Rs 699. The company will also offer extended warranties and after-sale services as well. ShopClues said that it will expand the product line laptop, automotive, desktop and camera accessories in the near future.

Raunak Raheja, Senior Director – Wired Category, ShopClues, said in a statement that the company foresee Digimate accessories to cover around 20% of its accessories business by March 2018.

Other E-commerce private labels

ShopClues competes largely with Flipkart and Amazon, amongst other online marketplaces in India. Flipkart already has private labels for atleast 35 categories including electronics, and is looking to expand it in a big way, to 72 categories, according to a Livemint report. Amazon too sells electronic accessories under its private label Amazon Basics.

Other ShopClues Developments

In May this year, the online marketplace raised Rs 50 crore as venture debt from InnoVen Capital.

Before that in July 2016, Shopclues launched an ad platform called AdZone for sellers. The platform, which was launched in collaboration with advertising technology firm C1X, is a self service solution that merchants can use to promote products using native and custom ads. Merchants can find AdZone under Shopclues Ads menu, under which they can create an ad campaign. Merchants can then set the product category, campaign name, duration, budget (minimum Rs 1,000), and bid price (minimum Rs 2.50).

In the same month, it acquired the mobile payments company Momoe for an undisclosed amount. The acquisition allowed to company to accept payments directly from users to merchants using Momoe, as both users and sellers would have access to the payments platform. In July last year again, ShopClues partnered with hybrid ecommerce company StoreKing to display its products on StoreKing’s app.