Flipkart's Top Selling Personal Care Appliances Brands

Personal Care Appliances is a fairly well penetrated category on the e-commerce channel.Also it is a fairly well defined category with a clear and set number of brands playing in this category. Key brands like – Nova, Phillips, Havells, Flipkart Smart Buy & Misfit have maintained their position in the category over quarters. 

Nova by far has the most significant leading brand and has been able to capture high volumes in the sub-categories where it plays. Nova is a relatively new brand – built on the proposition of “lowest price” and “great product quality” communicated via ‘assured warranties” and targeting the urban youth. Not surprisingly, it is the most affordable brand with lowest Average Selling Price (ASP) for approx Rs. 650; which is lower than most of the brands in the Top 10 list.

The Top 10 brands in this category collectively gather nearly 80% of volume share & the next 20 brands capture another 11% of volume. This indicates that the customer chooses within a limited set of brands. This creating strong positioning and affordability perceptions will lead to better scale in this category. 

The key to success is about sharp positioning and increasing visibility. Especially on ecommerce; the focus should be on the urban user’s changing lifestyle and hence different needs for the customers. This can be done effectively by using Vumonic’s behavioural data for ecommerce for many different categories like Personal Care Appliances.


Blog written by : Anupam Asthana

Date:  27 June 2022

Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer,  business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.