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One week after dissing e-tailers, Future Group ties up with Amazon

When you can't beat them, join them: Kishore Biyani's Future Group has formed a strategic alliance to sell its products on Amazon's India marketplace Amazon.in. Future Group mentions that this partnership will initially focus on its fashion brands and will subsequently cover all other categories. The deal period or the terms of the partnership were however not disclosed. Interestingly, this partnership comes at a time when offline retailers are battling it out with online retailers over providing deep discounts. Last week, Future Group founder & group CEO Kishore Biyani had accused online marketplaces of undercutting offline retailers by selling products below manufacturing costs to destroy competition.  He said - "Just because they have foreign funding, they can't kill local trade like that". In an interview with DNA last fortnight, he had pointed out online retailers are spending huge sum on advertising and customer acquisition. “We really wished we had that kind of cash to burn”. He had mentioned that online retailers will remain in business until they get funding and are able to offer discounts. However, now Biyani says that this partnership will enable them to leverage Amazon's "investments, strengths and technology innovations to reach out to a wider customer base in India". What's on offer? Following this partnership, Amazon will exclusively sell products from Future Group's portfolio of 40 fashion brands that claims to offer more than 10,000 unique styles. These includes brands like Lee Cooper, Converse, Indigo Nation, Scullers and Jealous 21 among others. Amazon will also partner Future Group brands in promoting…

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