Spread across more than 300 cities, this partnership will enable brands to showcase their available retail selection to near-by pincodes, helping customers get visibility to a wider selection and then delivered to them through Flipkart’s supply chain. Flipkart said this partnership holds importance for hundreds of brands to get access to an omnichannel route that enables them to stay connected with their customers.

“The future of shopping is an integrated model where the lines will be blurred, ultimately creating a win-win situation for consumers, brands and sellers,” Nishit Garg, VP - Flipkart Fashion, said in a statement.

“With this approach, we are bridging the gap that currently exists for firstly, aspiring customers in tier 3 cities and beyond, who are seeking the best of current fashion trends, but have limited access; and secondly, for customers in metros who are seeking fresh fashion in a minimum time-frame.”

This widens the choice of products for its over 250 million consumers, it said.