WEDNESDAY, 7 OCTOBER 2026

QHAAT

Today in Indian Retail

Ecommerce

Flipkart 2GUD launches Local format with Bengaluru mall

Value platform opens hybrid channel for traditional stores via influencer video and fulfilment, giving single-brand outlets pan-India reach without full D2C build.

, Editor··4 min read

Empty apparel racks and video lights in a multi-brand store aisle
Empty apparel racks and video lights in a multi-brand store aisle

Flipkart’s 2GUD value platform launched 2GUD Local on 9 September 2026, starting with KLM Fashion Mall in Bengaluru. The format lets offline multi-brand and single-brand stores use long-form influencer videos shot inside their premises, plus cataloguing, ads and fulfilment, to sell to Flipkart’s pan-India base.

2GUD Local began with KLM Fashion Mall, which runs 17 showrooms. Partner stores get tech support for listing, marketing and delivery while keeping sale proceeds. The model blends social commerce video with local inventory.

On the shop floor a Bengaluru till operator now films a new kurta drop once; the same stock reaches a rider in Patna or a dark-store picker without the retailer building its own app. Kiranas gain an extra channel but must keep stock accurate or face returns.

Partner stores get tech support for listing, marketing and delivery while keeping sale proceeds.

It helps smaller fashion destinations compete with pure D2C and Meesho sellers. Large marketplaces gain local assortment depth; pure offline chains without video capability lose relative visibility.

Track festive listings volume and any second-city mall rollouts before Big Billion Days pricing locks in.

Filed under Ecommerce·Ananya Rao

Readers' mark

Be the first to mark this story.

Ask the desk

What does this mean for the shop floor?

Signed-in readers can put a question to the desk. We file a short take on this story — not a press release.

Also in this book