Can Aditya Birla Fashion Challenge India’s Thrasio-Like Startups With Its House Of Brands?

Can Aditya Birla Fashion Challenge India’s Thrasio-Like Startups With Its House Of Brands?

SUMMARY

Aditya Birla Fashion's house of brands business will acquire 8-10 brands primarily over the next year

The retail giant is set to join startups such as Globalbees, Mensa Brands, Thrasio, Good Glamm Group, GOAT Brand Labs among others

The idea is not to become a platform for brands, but to enable brand-building and ensuring customer loyalty

India’s D2C revolution is drawing in corporate giants and traditional companies like a magnet. Till two decades ago, the ‘Tata, Birla, Ambani’ set were the mega corporations that entrepreneurs looked up to, but now these traditional giants are turning to startups and their new-age approach for inspiration. If the super app ambitions of Tata and Reliance are one part of this, Aditya Birla group’s decision to focus more heavily on the D2C and ecommerce space is another sign of this transition.“We need to start participating in that ecosystem both organically and inorganically. We will grow brands digitally native brands organically as well as invest in a select set of brands,” Aditya Birla Fashion’s Dikshit added.“In my opinion, people don’t buy platforms, they buy brands. Our strategy is focused on building very desirable brands, which are unique and distinctive for consumers. Even on marketplaces or platforms, consumers still look for the right brand.”

Earlier this month, Aditya Birla Fashion and Retail Limited (ABFRL) announced plans to build a portfolio of new-age, digital brands (D2C) across fashion, beauty and allied lifestyle segments through a new subsidiary. While plans are still being solidified, the company’s MD has outlined its goals as it looks to enter a space that’s getting increasingly crowded. ABFRL’s managing director Ashish Dikshit also believes it’s time the company aligns itself with the evolving market.

No results were found for "".
  • «
  • 1
  • »
modal lock

Continue Reading With A Free Inc42 Account

Get the most out of your Inc42 experience by creating a free account. Enjoy personalized recommendations, ad-lite browsing, and access to our exclusive newsletters.