Talks for selling fashion e-tailer Jabong have picked up steam and Snapdeal and Aditya Birla Group-backed are front runners to buy the company, as indicated by this Mint report. Jabong will be considering a combination of options for the sale including a majority sale or complete sellout, reports Business Standard.

Economic Times reported that the Jabong’s asking price for the sale is $250-300 million but the deal size could be lower. The publication also added that Flipkart is in talks for buying the company.

Jabong’s major investors AB Kinnevik and Rocket Internet were in talks with players since September 2015 to sell the company. AB Kinnevik was spearheading the sale process and had reached out to other buyers such as Paytm as well.

In November 2014, it was reported that Amazon was in talks to buy Jabong. At the time the deal was pegged at around $1.2 billion. However, the deal did no go through in January following disagreements between the companies over valuation, according to a VCCircle report.

Financials: This time however, Jabong’s prospects seem better as the company is returning to profitability after trimming its discounts and posted a gross profit of Rs 1.49 crore for the quarter ended March 2016 (Q1 2016). It had posted a loss of Rs 11.21 crore in the same period last year.

Jabong’s revenues stood at Rs 243.78 crore in the first quarter of 2016, up 14% year-on-year (YoY) from Rs 213.87 crore in the corresponding quarter last year. Revenues increased 11.55% quarter-on-quarter (QoQ) from Rs 218.53 crore in Q4 2015. Gross Merchandise Value (GMV) stood at Rs 410.54 crore for Q1 2016, up 8.4% YoY from Rs 378.38 crore in Q1 2015, and up 8.7% QoQ from Rs 377.73 crore in Q4 2015.

GFG funding: In April, Global Fashion Group raised €300 million (~$345.57M) from Rocket Internet. Rocket Internet would underwrite €100 million and invest €85 million while converting the existing investment at the terms of financing. Jabong’s MD and CEO Sanjeev Mohanty said in a statement that the funding would help Jabong to enhance its business operations in India.

Jabong was merged into the roll-up of emerging markets focused fashion e-commerce brands called Global Fashion Group (GFG) by Rocket Internet and its investor Kinnevik in September 2014.