Flipkart has launched a dedicated platform called ‘Flipkart Leap’ aimed at helping Indian direct-to-consumer (D2C) brands scale from ₹10 crore to ₹100 crore in annual revenue. The program provides qualified D2C brands with preferential search placement, dedicated account managers, warehousing credits, and access to Flipkart’s supply chain analytics tools.

The initiative is seen as Flipkart’s answer to the growing exodus of successful D2C brands like Mamaearth, Boat, and Lenskart that started on e-commerce marketplaces but eventually shifted focus to their own websites and offline stores once they reached scale.

“We want to be the platform where Indian brands build their first ₹100 crore, and we want them to stay,” said Nandita Sinha, CEO of Flipkart Fashion and Lifestyle, at the launch event in Mumbai. “That means offering more than just distribution — we’re offering infrastructure.”

The Leap program will initially onboard 200 brands across fashion, beauty, home, and food categories. Selected brands will also get access to Flipkart’s consumer insights dashboard, which aggregates anonymized search and purchase trend data across its 500 million registered users.

The D2C market in India is expected to reach $100 billion by 2027, growing at a 35% CAGR. Industry insiders see Flipkart Leap as a strategic move to retain high-growth brands before Amazon India launches a similar retention program, which is reportedly in the works.