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Reliance Industries has launched an online fashion portal called Ajio.
The segment is currently dominated by the likes of Myntra and Jabong.
There are also players like Trendin, a fashion portal of Madura Lifestyle and Abof by the Aditya Birla Group.
Ajio will be rolled out pan-India under Reliance Retail.
The company is also simultaneously piloting an e-commerce venture for selling grocery and fresh produce in Mumbai.
Sanjay Mehra, CEO, Ajio, said the online initiative will leverage the large network of Reliance retail stores — Trends and Footprints, present across the country.
Reliance has over 2,621 stores across all retail formats across the country. The company will also leverage RJio’s telecom network.
“We are targeting all the cities by leveraging our Reliance Jio network. Sixty per cent of our merchandise is unique to the fashion ecosystem. This means we have a selection that you won't find anywhere. Omni-channel and our Jio digital ecosystem sets us apart in terms of providing better presence and connectivity, respectively, to our consumers," Mehra added.
Ajio, which is being driven by Isha Ambani, daughter of Mukesh Ambani, has tied up with about 200 international and national brands.
Most of the brands are daily wear and affordable brands from markets like Russia, Australia and Europe. It will also sell its own private brands.
Mehra added that the company is an inventory-led e-commerce model and has tied up with various third party logistics partners for last mile delivery.
The company plans to provide delivery in over 15,000 pincodes over the next two months.
The portal offers a wide range of selection across categories from lingerie to jewellery for women. But it plans to cater to men and kids soon.
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