Walmart-owned Indian e-commerce retailer Flipkart has launched a new app-in-app fashion destination intended for Gen Z shoppers.

Named SPOYL, the new on-app interface offers more than 40,000 products, including western wear, accessories and footwear categories.

In addition to offering shopping experience, SPOYL will offer unisex product navigation for gender-agnostic style browsing, gender-neutral apparel, Korean-inspired designs and more.

Flipkart said that India’s Gen Z population size is higher than the global average.

Gen Z comprises more than 25% of Flipkart’s fashion customer base.

Flipkart Fashion vice-president Sandeep Karwa said: “Our mission with ‘SPOYL’ is to address the growing needs of Gen Z, who embrace their inner confidence and express their authentic selves through their style.

“This is also a generation that sets out to break stereotypes on a daily basis, without judgment. We believe that every person deserves to feel empowered and stylish, and this new launch aims to deliver just that.

“By using technology that helps us stay ahead of the curve, we will ensure that every single Gen Z shopper has access to choices that suit them best. At Flipkart, we understand that value fashion doesn't mean compromising on quality and ethical production practices.

“By encouraging our seller ecosystem to use on-spot trend inputs and incorporating advanced planning, we strive to make available the most stylish garments, made possible by technology and data insights.”

Earlier this month, Flipkart opened its first grocery fulfilment centre in Ludhiana, Punjab.