DealShare launches Private Brands, eyes deeper penetration into FMCG market

This launch is an extension of the brand's core philosophy of giving India’s middle and lower middle-income group access to high-quality branded essentials at prices they consider affordable for daily use.

DealShare aims to consolidate the fragmented CPG consumption at the household level under the “Best Ever Value” Platform.

"The Private Brands by DealShare will be manufactured in collaboration with SME’s, thereby further boosting India’s 'Make in India' vision to empower more micro-entrepreneurs," the company said.

In the first phase, DealShare has introduced 52 categories under Chemko (home cleaning) Swaccha (personal hygiene), Sampoorti (Pantry staples) and X One (Male grooming brands), it said.

DealShare plans to extend their portfolio to the skin & hair care, beauty & apparel categories over the next 2 years.

According to IBEF, the CPG market in India is expected to grow at a CAGR of 14.9% to reach US$ 220 billion by 2025, from US$ 110 billion in 2020.

However, the penetration of unbranded goods is in the high double digits in most categories.

Local & Hyper-local Brands do a good job of servicing small segments of this large market with varying degrees of success.

There is no single platform that caters successfully to the needs of this underserved consumer segment.

DealShare’s in-depth experience in serving middle-to-lower income group looking for high-quality, low-cost essentials for over 4 years is expected to drive the growth of this business.

The aim is to create a consumer organization that provides every consumer in India with goods that are highly affordable and the best quality one can get at that price.

Sharing his views on the launch, Vineet Rao, Founder & Chief Executive Officer, DealShare, said: “We have been working towards decoding the needs of India’s mass market customers and our venture into private brands business is a solution to their growing need to have access to high-quality affordable products."

While this segment is extremely crowded with big players, however, the mass market customer is still left with limited choices and is predominantly under-serviced.

"We have been successfully bringing national presence to local brands and believe that our own private brands will only add value and offer wider choices to our value-based customers,” he said.

This initiative will complement the core social commerce business of DealShare which is focused on bringing local manufacturers to the forefront and providing value products to mass India.

The company has till date empowered over 1000 local brands across India by offering them national presence, visibility and market share, according to the press release.

The Private Brand products will be available on the DealShare platform as well as in traditional stores; DealShare aims at selling these products nationally, starting with Tier 2 and Tier 3 cities being the DNA and target market of the organization.

Sourjyendu Medda, Co-founder, Chief Commercial Officer, DealShare said with the launch of private brands, the company intends to bring more quality options in the CPG category for the mass market customers.

"With our core business model which is focused on scaling local brands we have reached 20 

million customers. The launch of our Own brands will help us increase our customer wallet share significantly," Medda said.

This vision and growth will only be possible with the right team and expertise in the field.

"We have on-boarded senior professionals from the FMCG industry to drive this initiative which will be led by Hemant Sood. Hemant is a dynamic professional with over 23 years of experience in the consumer business and has driven many such successful propositions as a Brand stalwart. With his expertise, we have already seen encouraging initial success for our private brands in the last few weeks,” Medda added.