Big brands unmask a hot new sales category, Retail News, ET Retail

Davida Erdahl

BENGALURU | AHMEDABAD: Necessity is the mother of business strategy – in less than a week, some of the biggest names in retail, fashion and lifestyle have started selling face masks. New mask sellers include Amazon, Flipkart, Myntra, BigBasket, Reliance Retail and Grofers.

The move comes as Delhi, Maharashtra, Uttar Pradesh, Odisha and Chandigarh make wearing masks mandatory for anyone venturing outside. And demand so far is outstripping supply.

Amazon and Flipkart have asked apparel brands and suppliers to up their production of masks. For apparel companies, this huge demand for masks comes as a boon as their core products may not see an uptick in demand anytime soon, two industry executives said.

Both marketplaces have also started to sell their own private brands of masks through sellers. Emails sent to Flipkart and Amazon remained unanswered.

Flipkart-owned Myntra, which had halted services due to the lockdown, has started delivery of

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