Aditya Birla Group Enters Fashion eCommerce with abof.com Launch

24-oct

“Thus, in the future, instead of buying bananas in a grocery store, you could go pick them off a tree in a virtual jungle.”- Yasuhiro Fukushima, Japanese business executive

Could we agree more? The eCommerce space has virtually turned the paradigms of the World Wide Web into a virtual shopping place. From onions to minions, from veggies to techies, from phones to drones, everything is now available online. The eCommerce sector has matured so aggressively at the turn of this decade that even industry veterans are noticing the potential and looking to grab their piece of success. The times are getting way more exciting and the digital offerings are getting way smarter with each passing day. Looking at the latest development in the eCommerce sector, the 158 year old business conglomerate, Aditya Birla Group, via the launch of abof.com has entered the fashion eCommerce sector. Abof.com (the domain name relates to All about Fashion) is an online portal for fashion enthusiasts. So, what makes it so different than the rest of the portals out there? abof.com caters to all your needs under one single roof. The portal exclusively caters to Men & Women fashion & it will not be catering to kids’ fashion. The Aditya Birla Group declined to comment on the investment for the new venture. Along with a plethora of fashion apparels and accessories on offer, the online portal will also house a 3D virtual trial room. With the help of the virtual trial room, customers can view themselves in any product via adding their basic body proportions with almost 95 percent accuracy.

The online portal was launched amidst the presence of the Aditya Birla Group Chairman, Kumar Mangalam Birla. Mr. Birla spoke at lengths about the new exciting venture, he said, “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. 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 emerging as the most admired player in online fashion within the next 3 years.” He further added, “Therefore, it made sense for us to enter into fashion e-commerce to further strengthen our pole position in the business of fashion in India. We see the potential to build another billion-dollar business of the Group in this space.” Prashant Gupta, President & CEO, abof.com, concluded, “Today’s millennial generation wants everything fast and personalized. Within fashion, we identified this as a white space that can be tapped into by a focused player & aabof.com is a result of our quest to address this gap in the market.  We are building India’s most admired online fashion store and fashion brand, even as incumbents race towards becoming a fashion marketplace offering deeply discounted branded products.”

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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.


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