Amazon India is planning to launch its own line of beauty and personal care products in a bid to see off competition from Flipkart in the wake of its Myntra acquisition, according to a report published by the Economic Times.

“Amazon India is talking to contract manufacturers and will be launching private labels in a few categories within skin care and make-up,” a source told the Economic Times.

Myntra sells beauty products from more than 100 brands and is poised to unveil its own brands later this year.

“The beauty and personal care segment will be one of the key areas of focus this year and we are looking at strengthening our portfolio by adding more international masstige brands,” Ananth Narayanan, Chief Executive of Myntra and Jabong, also owned by Flipkart, told the Economic Times. “We are looking at a contribution of about 8 percent (from the beauty segment) to our overall revenue by 2020, from the current 1 percent.”

Following rumors that Wal-Mart is poised to invest in Myntra-owner Flipkart, it is not surprising that Amazon is preparing to do battle on every playing field.