Reliance Forays Into Online Fashion; Launches AJIO

The Indian fashion seeker has another shopping cart to add to.

Reliance Industries has launched its online fashion portal Ajio. This is Reliance’s first online- first venture in the fashion space.

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The company has said in a press conference that it will offer the largest collection of private labels for women online. The portal will offer national and international brands, and some ethnic fusion wear will be available exclusively on the portal. 

The Mukesh Ambani led Reliance industries has a fledgling footprint in the brick and mortar retail space with chains like Reliance Trends, Reliance Digital and Reliance Fresh. Their other big industry disruptor, the telecom offering JIO, was also launched recently.

Reliance is the second Indian corporate biggie to take fashion online. Recently, the Aditya Birla Group had launched an online-only fashion portal called ABOF.

Reliance AJIO will compete with the likes of online fashion biggies Myntra, Jabong, Limeroad, amongst others. However, unlike the others, Reliance’s deep pockets and minimal dependence on internal funding may just be the game changer in the ecommerce world.