Flipkart has sealed the deal with Authentic Brands Group, giving them licensing and distribution rights in India for global lifestyle brand Nautica. The Walmart owned company will manage Nautica’s online and offline business via a string of franchise partners to help strengthen the brand’s visibility and business in India. Flipkart’s expertise in design and advanced market analysis will aide Nautica with product development, merchandising and more. Myntra will further open up avenues for Nautica to establish its presence in the diverse Indian market. Nautica will be the first global brand of such size and scale to be managed by Flipkart end-to-end with the aim of growing its existing customer base across India, according to a statement. "The integrated approach across channels will lead to a refined shopping experience and bring industry-first practices including Endless Aisle, a technology solution that allows shoppers to virtually browse additional product offerings and self-checkout capabilities for convenience to Nautica stores," it added. "We aim to grow Nautica’s business in India and offer consumers the best shopping experience by integrating our technology expertise across various consumer touch points," Flipkart Senior Vice President and Group Head - Fashion (Flipkart, Myntra, Jabong) Rishi Vasudev said. Jamie Salter, Founder, Chairman and CEO of Authentic Brands Group said Flipkart Group brings a high degree of technological capabilities, making them an ideal partner for Nautica. "We are confident that this partnership will help us engage more customers and we look forward to growing Nautica's presence in India, an important growth market for the brand," he added.