MUMBAI: Flipkart, India's homegrown e-commerce marketplace, launched its new campaign for large appliances - ‘Milega Umeed Se Zyaada’ to bring about a change in consumer behaviour and urge them to not hold back their desires. The 360-degree campaign stems from the core consumer insight that budget conscious consumers want to buy best-in-class products equipped with the latest technology at affordable prices.

In order to understand the purchase behaviour of consumers buying large appliances, Flipkart conducted extensive research to understand factors that affect consumers’ decisions and pain points. The research threw interesting insights about large appliances being a high ASP category with long refresh cycles, family involvement and a challenge of low product familiarity. The campaign addresses these insights and is aimed at enabling a behavior change in consumers of purchasing these products online.

Speaking about the campaign, Flipkart senior director, large appliances Hari G Kumar said, “Flipkart is a homegrown e-commerce marketplace which deeply understands its consumers and has initiated various efforts towards the democratization of large appliances. Through our concerted efforts towards expanding the selection and reach, we’ve been able to empower our customers to be able to afford better technology products without the pinch of price. We understand that true delight happens when impossible becomes possible and our new campaign ‘Milega Umeed Se Zyaada’ aims to inspire budget-conscious consumers to fulfill their desires with Flipkart’s support.”