In 'a first of its kind' arrangement in the industry, Flipkart has tied up with Viacom 18 for the licensing of three large brands, Teenage Mutant Ninja Turtles, Spongebob Squarepants and Peanuts for sellers.

Global brands are constantly looking to partner with the most competent manufacturers across categories, and Flipkart wants to become the licensing platform that connects these brands to the most deserving sellers in India, it said.

In addition, Flipkart's expertise across 70 plus product verticals will allow the company to offer these brands in a more innovative approach towards merchandising and sales, it said in a release here.

The sellers, in turn, will have the opportunity to create a better experience for buyers, by assuring them quality of authentic products and differentiating themselves from the clutter on the marketplace, it said further.

For international brands, it's 'an opportunity' to increase the number of brand touch points through extensions into new verticals where the merchandise was previously not present.

Manish Maheshwari, VP and head - Seller Ecosystem at Flipkart, said international brands that issue licences through the offline model face several challenges when it comes to sales reporting and product quality control, which in turn 'heavily' impacts their royalty.

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