The ecommerce arm of textile manufacturer Arvind is reportedly preparing to restructure its business to become an omnichannel enabler for retailers and brands operating in the country. In its new avatar, Arvind Internet will provide clients with technological and back-end support for scaling their businesses across multiple channels, including brick-and-mortar outlets, mobile apps and websites.
In other words, the company will help clients create their own ecommerce sites as well as develop other omnichannel capabilities.
As per sources, the company has already partnered with a number of popular brands, including Puma, Levi’s, Reliance Brands, Converse, Being Human, Forever New, Numero Uno and BlackBerry.
Arvind Internet, according to CEO Mukul Bafana, is looking to work with 30 additional brands by the end of this fiscal year. Commenting on the development, Bafana said, “Almost every brand or retailer suffers in India in creating an omnichannel platform with IT vendors. Hence, there was a huge interest from brands to utilise our platform and hence we decided to make it a proper business.”
The decision to start an omnichannel enabler business, Bafana recalls, was made after the Group spent hundreds of thousands of dollars to develop an omnichannel platform for its ecommerce venture, Nnnow.com. At the time, the company was working with IT vendors to create the platform.
Due to the lack of technical expertise, however, the project was abandoned after several months. Soon afterwards, the company cancelled all contracts with IT vendors, and instead decided to build the platform in house using their own resources.