Aditya Birla Online Fashion (abof) has signed deal to become a seller on Amazon India’s marketplace.
The latest move is part of the company’s strategy to expand its offerings in the high margin fashion market.
Go deeper with GlobalData
The partnership will also give exposure of abof to a broader audience.
Amazon said that abof will initially list more than 1,200 products in apparels and will roll-out footwear, as well as accessories soon.
Business Standard quoted Amazon Fashion India head Arun Sirdeshmukh saying: “This launch from the house of Aditya Birla Group further enhances selection on Amazon Fashion that already includes brands from Madura Garments and Pantaloons.
“Also, it reinforces our commitment to offer a width of choice, across price spectrum, to suit varied preferences of our customers.”
In May last year, Madura and Pantaloons combined to form Aditya Birla Fashion and Retail.
Amazon launched its fashion section towards the end of 2014.
In October last year, Aditya Birla introduced its online fashion brand and portal to gain a share in the online e-commerce segment.
