Online consumer electronics brands are planning a slew of alternative strategies such as offline sales on a smaller scale, setting up their own online stores and start selling through multiple online platforms to get past restrictions around exclusive sales in one marketplace and purchase norms for sellers in the revised e-commerce FDI policy.
Brands like Vu, BPL, TCL’s iFFalcon, Kodak, Thomson and Panasonic-owned Sanyo are finalising their alternative strategies to derisk themselves. Senior industry executives said these brands may face a short-term impact on sales when the new norms kick in in February, till they are able to comply with the regulation.
Flipkart-exclusive iFFalcon too, is thinking of starting its own brand e-store or be present on both Amazon and Flipkart to overcome the exclusivity clause. A meeting is lined up next week between TCL senior executives in China and Flipkart after which a decision will be taken, an industry executive said.