Aditya Birla Group forays into e-commerce segment

Mumbai, October 16 

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With online retailers stealing a march over traditional formats, conglomerate Aditya Birla Group today entered the e-commerce space by launching fashion portal abof.com.

“The e-commerce sector is a sunrise sector from an investment point of view. While a lot has happened in the last couple of years, a lot more is yet to happen in this space,” Aditya Birla Group chairman Kumar Mangalam Birla said.

“With abof.com, 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. We see abof emerging as the most admired player in online fashion within the next three years,” he said.

Abof.com (‘All about fashion’) is a one-stop fashion portal for apparel, footwear and accessories for men and women who are discerning customers but not heavy-discount oriented ones. The portal, which was launched after nine months of work, will not offer kids’ apparel.

Aditya Birla Group is already present in the fashion space through Madura Fashion and Pantaloons.

“Therefore, it made sense for us to enter into fashion e-commerce to further strengthen our pole position in the business of fashion in India. We see the potential to build another billion-dollar business of the Group in this space,” he said.

Birla said the new venture will be complementary to its existing fashion business like Madura Fashion that houses brands like Allen Solly, Peter England, Van Heusen and Louis Phillipe, among others. — PTI