This is what a Flipkart source has to say as Amazon onboards BPL as a new exclusive partner

Amazon.in today welcomed brand BPL to its consumer durables and appliances portfolio. BPL will now sell its complete portfolio of Televisions (TVs), Air-Conditioners (ACs) and Washing Machines on Amazon.

BPL was previously involved with Flipkart but due to contract fallout, the company has moved on to Amazon.in. BPL Products that will be available exclusively on Amazon.in include:

Televisions - 24” HD Ready, 32” HD Ready, 40” Full HD (FHD). New models – 43” Full HD, 50” FHD, 55” FHD.

Washing Machines - 6.2kg Semi-Automatic Top Load, 6.5kg Semi-Automatic Top Load, 7.2kg Semi-Automatic Top Load, 7.2kg Fully Automatic Top Load, 6.5kg Fully Automatic Front Load, 7.5kg Fully Automatic Front Load

Air Conditioners -1 Ton 3 Star, 1 Ton 5 Star,1.5 Ton 3 Star, 1.5 Ton 5 Star According to a Flipkart source, BPL had a contract with Flipkart till 2018. There were multiple reasons for the fallout in their relationship:

1) BPL's share was falling hugely in the last 6 months. From 15-20%, it came down to just 3% in the last quarter.

2) This was on the back of brands such as Samsung & Panasonic launching more tech advanced online only variants on Flipkart.

3) BPL was unable to match up in terms of technology. BPL lacks Smart TV's range - a popular customer demand in the TV segment.

4) Limited product portfolio also added to the de-growth. Flipkart's top performing VU TV(a Flipkart exclusive) has more than 20 TV models as opposed to BPL that only had 5.

With the eCommerce war getting intense, the top two companies are fighting for brands and partnerships while consumers are reaping all the benefits of this price war.