Flipkart on Friday morning announced the launch of Flipkart SmartBuy, with a mail to users promising an "exclusive range of quality everyday products" at great prices. The SmartBuy store is currently offering only a small selection of self-branded chargers and data cables, although Flipkart's mail also include pictures of some other products such as Bluetooth speakers and headphones. This offering is pretty similar to Amazon Basics, where Amazon offers its own branded cables, headphones, speakers, bags, and sleeves.
There aren't too many items on Flipkart SmartBuy right now, but the Micro-USB cables on offer are much cheaper than the Amazon Basics counterparts. We have used the Amazon Basics cables, and can vouch for how durable they seem; in the pictures, Flipkart's cable also looks the same, so hopefully it hasn't cut corners on quality in order to deliver a lower price.
Flipkart has been building up a number of private labels over the years, well before Flipkart SmartBuy, and two years ago, launched it's own home appliances and personal healthcare brand, called Citron. It also has a brand called Flippd in the apparel space, and Digiflip is its consumer elecrtronics brand.
Digiflip and Flipkart Smartbuy seem to be a little similar as the former also offers a number of electronics accessories such as power banks, laptop speakers, and even laptop bags. Looking at the email that Flipkart sent this morning, at least some of those products are likely to make their way over to the SmartBuy brand, since Flipkart says Digiflip is no longer active.