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Textile manufacturer Arvind Ltd today told BSE that Arvind Internet, a division of Arvind Limited has launched an omni-channel platform NNNow.com.

Jayesh Shah, Director and Chief financial Officer on Arvind Limited said, “This new initiative will bring a paradigm shift in the Indian fashion and lifestyle ecommerce space. Nnnow.com is Arvind’s attempt to move away from the discount driven ecommerce market to brand led shopping journeys. Nnnow.com redfines shopping for Indian consumers by linking online and offline retail shopping experience.”

Arvind Internet Limited, established in 2013 is a hybrid startup of tech and fashion, made in India with its headquarter in Bangalore and a creative division in Mumbai. The company kicked off with custom clothing platform Creyate in 2014, and launched the omni-channel retail platform Nnnow in May 2016.

Harvard alumnus, Kulin Lalbhai, who is the younger son of textile tycoon Sanjay Lalbhai will head Nnnow.com, a project that has been in the making for over a year.

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Kulin relocated to Bangalore last year from Ahmedabad to start the venture. In an interview to TOI he said, “I know omni-channel is an oft-repeated term. It’s confused with multi-channel sales. I need to be clear about what we are doing. This is simply Arvind’s biggest wager in the last few decades.”

Nnnow will connect digital shoppers to every piece of merchandise from Arvind’s warehouses, 50-odd brands and a network of more than 1,200 stores across 200 Indian cities.

Nnnow.com is a physical in-store experience powered by an online shopping network and digital kiosks connecting all its retail spots. It currently offers women and men’s clothing, shoes and accessories as well as kid’s apparel. It will offer same-day delivery, click-and-collect (store pick-ups) facilities while the mobile app for the portal will be rolled out in July.

Arvind Internet has built a team of 200 people, including a 70-member tech team, drawn from Google, McKinsey, Jabong, and Myntra among others.

Currently, Arvind limited owns and manages partnerships with multiple local and global brands such as Flying Machine, Arrow, US Polo, Tommy Hilfiger, Gant, Nautica, and Gap. It also runs beauty retailer Sephora and European department store chain Debenhams in India.

Earlier this week, reports surfaced that fashion ecommerce portal Freecultr is in final stages to be acquired by Arvind Internet. Inc42 sources close to the development, confirmed the acquisition and most of the employees have been asked to leave as the company. The core team and founding members will be joining Arvind as the part of the deal.

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