BANGALORE: Homegrown e-tailer Flipkart launched its in-house home appliances and personal healthcare brand — Citron.

The label includes a wide range of cooking utilities and grooming products. It is the third private label to be introduced by the e-commerce marketplace, Flipkart said.

It said the product range includes Citron electric kettles, sandwich makers, hand blenders and pop-up toasters.

The personal healthcare category has Citron shavers and trimmers, hair straighteners and dryers, it said in a release.

“The launch of Citron is our next step in expanding the private labels offering at Flipkart. This enables us to offer our customers quality products at a great value for yet another category after lifestyle and tablets,” Kalyan Krishnamurthy, SVP — Retail at Flipkart.

“In the next three months, we will expand into selling various other products such as irons, induction cooktops, juicers, mixers etc,” he added.

Flipkart said while the home appliances products are priced between 500 and 999, the personal healthcare products are priced between 549 and 949.

With this launch, Flipkart now houses private brands in four of the industry fledging categories — Flippd in apparels, Digiflip in consumer electronics and now Citron in home appliances and personal healthcare, the release pointed out.

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