Following the news that Japanese retailer Miniso and e-commerce majors Amazon India and Flipkart have entered into a strategic partnership just ahead of their annual ‘Great India Festival’ sale and ‘Big Billion Days’, respectively to leverage the reach of e-commerce giants,

Shagun Sachdeva, Consumer Insights Analyst at GlobalData, a leading data and analytics company, offers her view:

“Miniso is known for smartly designed household items and beauty products at an affordable price for Indian consumers. The retailer, which entered India in 2017 via offline stores, had earlier partnered with ShopClues, Paytm, Snapdeal and B2B e-commerce firm Acchakart. The retailer has shown a rapid growth in terms of establishing its presence across the country and with the current move, Miniso aims to reach the masses with its competitively priced products, suitable for an Indian lifestyle.

“Miniso can considerably increase its presence, capture wider consumer base and compete with the existing brick and mortar stores. The company believes that online and offline channels can be transformational.

“The partnership has come at a time when consumers’ buying behavior is evolving and they are increasingly open to the idea of online sales channel. The partnership will also help Amazon and Flipkart to widen their product range in the ‘kitchen, home & beauty’ segment, offer better shopping experience to customers and attract existing Miniso present offline consumers.”