India-based Reliance Retail has launched a new online shopping portal, Ajio.com, in a bid to make runway fashions available to working women.
A group of experts will curate collection for the site, which will sell woven saris, accessories and footwear from more than 200 Indian and overseas labels.
The site will also feature new fashion brands, including Holster of Australia, Tally Weijl of Switzerland, and MDS of Singapore.
The online portal will enhance the company's supply chain, sourcing and retail operations.
Ajio.com CEO Sanjay Mehra was quoted by Business Standard as saying: "We are excited to launch the unique fashion portal, which represents the modern Indian woman."
The products will be targeted at 18 to 34-year-old women, reported Livemint.
Last October, Aditya Birla Group introduced an online fashion portal, www.abof.com, which offered own-label and external branded clothing.
Another conglomerate, Tata Group, has also shown interest in tapping the online channel.
The new online ventures are part of Reliance Jio, a broadband mobile service slated to launch soon.