MUMBAI: Bangalore-based e-retailer Flipkart announced its in-house home appliances and personal healthcare brand -- Citron.

The label includes a wide range of cooking utilities and grooming products. According to the press release, the product range in electronics includes electric kettles, sandwich makers, hand blenders and pop-up toasters while the range in the personal healthcare category has shavers and trimmers, hair straighteners and dryers.

Flipkart, which has so far raised $1.75 billion from investors forayed into the private labels segment in 2012 with Digiflip, selling digital accessories, before launching tablets under the brand. Flipkart had also launched lifestyle private brand Flippd in January this year.

Excited with the recent launch, Flipkart SVP-Retail Kalyan Krishnamurthy said, “The launch of Citron is our next step in expanding the private labels offering at Flipkart. This enables us to offer our customers quality products at a great value for yet another category after lifestyle and tablets.”

“In the next three months we will expand into selling various other products such as irons, induction cooktops, juicers, mixers etc.,” he added.

While the home appliances products are priced between Rs 500 and Rs 999, the personal healthcare products are available at Rs 549- 949.

While most online fashion portals like Jabong and Myntra (which Flipkart recently acquired) have multiple private labels in clothing, Flipkart has been one of the first to introduce its own range in electronics like tablets and other gadgets.