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Flipkart, along with its fashion units Myntra and Jabong, is estimated to have cornered 65-70% of the online fashion market in India, and Amazon another 15%, according to industry estimates. That leaves 1520% of the estimated $3-3.5 billion online fashion market for smaller retailers such as Voonik , Nykaa and Limeroad . To strengthen their share of this portion of the market, these online retailers are launching products beyond their bread and butter revenue streams. This, they are hoping, will lead to opportunities to cross-sell across categories and add to overall revenue. Voonik introduced beauty products and daily essentials shortly after Nykaa began selling lingerie, sleepwear and accessories about eight months ago. LimeRoad introduced men's wear around the same time -a category that the company says now contributes 25% to its topline. The strategy is to interest customers in a few more things beyond their core products. In other words, at least Voonik and Nykaa are not expecting much by way of revenue contribution from the non-core categories -a strategy analysts as well as investors are not comfortable with. “We will operate beauty as a zero margin category.
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