ArvindTextile manufacturer and retailer, Arvind Ltd is planning to launch an e-commerce service , reports LiveMint. The report says that company has formed a separate unit called Arvind Internet Ltd headed by Tejinder Singh, former business head of the e-commerce business at Times Internet. This unit has already hired over 20 executives to make this launch happen.

When we checked, we noticed that Arvind Ltd has already has a website called the Arvind Store, but you can’t buy anything from it yet. It’s not clear if e-commerce will be an extension of this website or it will have a separate address.

Customization is key

In an earlier report by The Economic Times had pointed out that custom clothing would be the differentiating factor of the website. However, it only offers catalogues as of now. The store claims to offer ready made wear of brands such as Arrow, US Polo and Flying Machine; customized tailoring for shirting, suiting and jeans; custom made jeans; and fabrics for men. The website also provides a store locator for customers to find its offline store in any of the 12 states in which it has a present.

Arvind Ltd had also entered into a joint venture with Japanese suit manufacturer Goodhill Corporation as part of this digital push. The new entity, Arvind Goodhill Suit Manufacturing has set up a manufacturing unit in Bangalore. The factory with an investment of Rs 40 crore, has a capacity to produce 3.5 lakh pieces of jackets and 6 lakh pairs of trousers annually. The plant has been made in such a way that all the suits manufactured can be customized based on user demand.

The company has also launched a mobile loyalty program. Customers will be able to earn points for every Rs 100 spent depending on the type on their program category which could be gold, silver or diamond. These points can be redeemed by using the redemption code sent to their mobile phone during billing.

Arvind Ltd had reported a total income of Rs 1,305 crores for the quarter ended on March 31, 2014 and a total income of Rs 3,874 crores for the year 2013-14. The company is not the first offline fashion retailer to set up an online presence. In May 2013, Aditya Birla Nuvo Ltd run Madura Fashion & lifestyle had launched its E-commerce store at TrendIn.com. Reliance Retail had also disclosed its plans to launch an e-commerce service earlier this month.