For instance, German sportswear maker Adidas, which had an exclusive tie-up with Flipkart and Myntra, has started selling on Amazon India .

British retailer Marks & Spencer, which went online in India through Flipkart Group, has now moved to Amazon and Ajio as well.“It’s a strategy by any brand launching in the market to side with one strong online player.

But later on, they realised that they could do more business by being on other marketplaces since the customer profile for each platform is different.

For instance, a Myntra customer is different from the one who shops for fashion on Amazon,” said a senior industry executive, who did not wish to be quoted.“A single e-commerce platform does not meet the growth aspirations of a brand.

Such a smart segmentation approach to potential target consumers allows us to deliver more effective and impactful communication, while optimising marketing dollars,” said Sanjeev Mohanty, MD of Levi Strauss India. | To read full story, visit https://startuparound.com/read/1579066208.2287016/Top-brands-shun-exclusive-e-tail-deals?ref=audio_experience