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Aditya Birla Group Enters The Fashion Ecommerce Space; Launches Fashion Portal

Aditya Birla Group Enters The Fashion Ecommerce Space; Launches Fashion Portal

Fortune 500 company Aditya Birla Group has launched (aka – all about fashion), an online one-stop fashion portal for apparel, footwear and accessories. is an online destination for shopping, news and trend watching. The portal has trendy and celebrity-inspired apparel, footwear and accessories, and also assures fast deliveries. The platform is targeted at millennials and aims to offer the latest styles and a daily dose of proprietary fashion content and style tips.

Besides, the portal also offers various trendy looks of the season from around the world through its curated collection of products, handpicked from different brands and from its own brand ‘abof’.

Speaking on the launch of the portal, Kumar Mangalam Birla, chairman of Aditya Birla Group, said “The ecommerce sector is a sunrise sector from an investment point of view and we plan to stay focused on seeding and growing specific businesses. We see fashion ecommerce as one such space. With, we aim to offer a wide but curated range of merchandise and a differentiated shopping experience that can compete with the best in the world.”

How it works:

  • com is equipped with a 3D virtual trial room – a tool where customers can instantly view themselves in any product by inputting their basic body proportions.
  • The tool allows to layer various garments to check out looks.
  • The portal uses a unique style quiz to understand a customer’s preference and shows only relevant personalized content.

The portal uses premium packaging that ensures garments are intact during transit. It also offers delivery services throughout the week, including Sundays. Delivery and customer care services have been set up to cater to more than 400 cities across the country.

abof has top brands as partners across technology (e.g., IBM, Cognizant, Razorfish, Oracle), fashion, marketing and operations.

“Today’s millennial generation wants everything fast and personalized. Within fashion, we identified this as a white space that can be tapped into by a focused player,” declared Prashant Gupta, president and CEO at

Since Aditya Birla Group is already operating in the fashion segment through Madura Fashion and Pantaloons, it makes sense for them to enter into fashion ecommerce to further strengthen their stronghold in the fashion business in India.

This is not the first ecommerce-centric move made by the Aditya Birla Group. The conglomerate forayed into the ecommerce space by partnering with online grocer ZopNow, which secured the ecommerce-based home delivery business of Aditya Birla Retail, earlier this year.

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