How Snapdeal is creating focused brands to capture value e-commerce segment

Forms subsidiary to create such brands, is pivoting towards Bharat to reach value-conscious customers in tier-2 and beyond

Homegrown e-commerce player Snapdeal is betting big on the value retail market. The company has, for the past few years, pivoted towards the Bharat audience in a bid to cater to value-conscious customers. Having moved the Snapdeal marketplace focus to value retail, the company has now formed a subsidiary that is creating value-focused brands.

At present, other than the marketplace model, Snapdeal has two more business lines—Unicommerce esolutions, a cloud-based ecommerce enabler, and Newfangled Internet, which has Stellaro and other brands under it.

Snapdeal launched Stellaro in August 2022, which acts like a house of brands and caters to the