Binny Bansal, co-founder of Flipkart, has launched Opptra, a new business to help consumer brands expand into Asia. The company is building a portfolio of franchising businesses with expertise in local markets, supported by centrally developed technologies and a global supply chain infrastructure.

“Many consumer brands have the potential to scale globally, but navigating new markets is tough—cultural, infrastructural, and regulatory differences make it complex, especially in a rapidly evolving retail landscape,” Bansal said. “Opptra unlocks Asia for brands by combining deep market expertise, cutting-edge tech, and a powerful supply chain. But Asia is just the start—our longer-term vision is to take brands from anywhere to everywhere around the world.”

In a LinkedIn post, the company announced that each franchising business will operate as a master franchisee or licensing partner, working closely with brands to drive market entry. Unlike conventional distribution partners that focus on brick-and-mortar channels, these businesses will use e-commerce expertise to accelerate expansion. 

Asia accounts for 70% of global consumer growth, and the rise of e-commerce has reduced entry costs and broadened consumer reach. Opptra’s model aims to balance online and offline channels based on local consumer behaviour and category dynamics.

Opptra’s franchising businesses will manage product adaptation, import compliance, omni-channel distribution, and manufacturing when required. The company is integrating AI-driven localisation, digital-first brand building, rapid fulfilment, and data analytics to support faster launches and long-term growth.

Two franchising businesses are already in operation. Exporio focuses on fashion and lifestyle brands in the GCC region, while Terraspan caters to home and kitchenware brands in India, the GCC, and Southeast Asia. Additional businesses covering electronics, sports, baby care, and general merchandise are in development.

Opptra is developing advanced technology to support its franchise businesses, integrating robotics, automation, and smart logistics into a global supply chain. Bansal’s experience in scaling Flipkart is informing the development of this infrastructure.

The company has recruited several industry leaders to lead its operations.

Ranjit Babu, formerly at Nokia, Apple, and Amazon India, is the CEO of Electronics and General Merchandise. Giridhar Yasa, previously with Lendingkart and Flipkart, is leading technology. Anand Raj, who has worked at Flipkart and Swiggy, will head supply chain operations. 

Puneet Khanna, vice president and head of Exporio GCC, has experience from Apparel Group, while Rahul Gupta, formerly of Amazon and Upscalio, is vice president and head of Terraspan.

Opptra’s franchise businesses and supporting infrastructure are now operational, with further expansion in progress.

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