Binny Bansal, co-founder of Flipkart, has launched a new venture, Opptra, designed to help consumer brands expand across Asia and beyond. The startup aims to bridge the challenges brands face when entering new markets by leveraging technology, supply chain expertise, and franchising partnerships.
Bansal, who played a key role in scaling Flipkart into one of the world’s leading e-commerce platforms before its acquisition by Walmart, sees Opptra as a solution for brands struggling with cultural, regulatory, and infrastructural barriers. The company seeks to simplify global market entry by offering localised expertise, digital tools, and master franchise opportunities under one umbrella.
Opptra is developing AI-driven technology to streamline operations across the entire value chain. By integrating data analytics, automation, and efficient fulfilment strategies, the company intends to create a seamless market entry process. The model combines elements of online retail with traditional brick-and-mortar approaches to align with consumer preferences in different regions.
Bansal’s experience in scaling e-commerce operations will inform Opptra’s approach to building a global supply chain equipped with robotics and automation to enhance efficiency.
Opptra has assembled a leadership team with seasoned professionals from the e-commerce and retail sectors. Ranjit Babu, former executive at Nokia, Apple, and Amazon India, has been appointed as CEO of Electronics and General Merchandise. The company’s technology division is led by Giridhar Yasa, previously with Lendingkart and Flipkart, while supply chain operations are overseen by Anand Raj, who has experience at Flipkart and Swiggy.
Additionally, Puneet Khanna and Rahul Gupta serve as vice presidents, leading the expansion of the fashion, lifestyle, home, and kitchenware segments under the brands Exporio and Terraspan.
Asia accounts for approximately 70% of global consumer growth, driven by e-commerce and evolving consumer habits. Opptra’s initial focus includes markets in India, Southeast Asia, and the Gulf Cooperation Council (GCC) region. The company also plans to expand into categories such as electronics, sports, baby care, and general merchandise. While Opptra is launching with a strong focus on Asia, its long-term goal is to support brand expansion worldwide.