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Flipkart, Ace Turtle Joint Venture To Bring Toys“R”Us Products To India


Flipkart’s wholesale entity made a joint-venture with Ace Turtle to make this arrangement

The arrangement will bring products of Toys”R”Us and Babies”R”Us to India

This puts Flipkart in direct competition with Reliance backed Hamleys which is well established across malls in India

Ecommerce giant Flipkart announced that its wholesale entity in India has created a joint-venture with Ace Turtle, an omnichannel enablement platform and have together secured licensing rights for Toys“R”Us and Babies“R”Us. Thus enabling the products of both of these children’s brands available in India.

The joint venture has made a strategic arrangement with WHP Global – the controlling shareholder of Toys”R”Us, a statement said.

“With this arrangement, the world’s most loved and trusted toy and baby brands, Toys”R”Us and Babies”R”Us, will now be available to consumers online through sellers in India,” the statement said.

Flipkart aims to make use of its reach and expertise in technology and customer experiences, along with Ace Turtle’s omni-channel platform.  

“The collective expertise of Flipkart and Ace Turtle establishes them as the partner of choice for Toys”R”Us’s business growth in India. This launch will strengthen Toys“R”Us’s brand presence and business, and further contribute to India’s growing toy sector,” the statement added.

Toys”R”Us is an American toy, clothing, and baby product retailer owned by Tru Kids, Inc. and various others, founded in April 1948. It generated more than $2 Bn in global retail sales annually through nearly 900 branded stores and ecommerce businesses in over 25 countries.

Kalyan Krishnamurthy, CEO, Flipkart Group said, “As a homegrown platform, we are constantly striving to build meaningful partnerships that are centred around the needs of our users. With the Toys“R”Us global standard of quality, Indian consumers will now have access to many toys and baby care products.”

“This partnership with Ace Turtle and WHP Global will see both firms bringing the best of their domain knowledge and expertise to innovate and provide customer-centric product selections that have value and quality at the core. In addition, we believe this partnership will encourage efforts to grow the toy manufacturing industry in India,” he added.

This puts Flipkart in direct competition with Reliance which acquired Hamleys last year.

On side lines, Flipkart is in talks to raise at least $3 Bn from investors including SoftBank Group Corp. and several sovereign wealth funds to target a valuation of $40 Bn ahead of its planned IPO that is expected to take place by March 2022.





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