Aditya Birla Group to Enter in eCommerce Space


With rising demand and growing trend of e-commerce, how could a big conglomerate like Aditya Birla Group can stay away from this space.

Aditya Birla Group has launched abof.com, an online fashion portal for apparel, footwear and accessories for men and women as part of its e-commerce drive.

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. We plan to stay focused on seeding and growing specific businesses in areas where we have specific strengths which we can play upon extensively, said Kumar Mangalam Birla, Chairman, Aditya Birla Group while announcing the launch.

We see fashion e-commerce as one such space. 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.com emerging as the most admired player in online fashion within the next three years, he said.

The portal will provide a personalized shopping experience. It is equipped with India’s first-of-its-kind 3D virtual trial room – a tool where customers can instantly view themselves in any product by inputting their basic body proportions. The tool allows one to layer various garments to check out looks.

Aditya Birla Group already has a presence in the fashion business  such as Madura Fashion which has brands like Allen Solley, Peter England, Van Heusen and Louis Phillips. This entry will only complement the existing business.

The Company is planning to launch around 7000 products in its initial phase and will increase it further to 20,000 in coming few months.

Surely it may be not a great news for already existing companies who offer fashion items online but we as a customer, it will indeed be a new destination to shop.



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Ranjeet Kumar Upadhyay

Ranjeet Kumar Upadhyay is a Computer Engineer by profession. He recently finished his B.TECH from Uttaranchal Institute Of Technology, Dehradun. He has been working in AON for last two years. He has a great taste for technology and loves to read and write.


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