Mukesh Ambani owned Reliance Industries has launched its fashion ecommerce portal called Ajio.com under its Jio brand, reports the Mint. The company launched the portal at the ongoing Lakme Fashion week in Mumbai.

As of now, Ajio lists various categories of women’s clothing like western wear, fusion wear, lingerie, ethnic clothing, regional specialities etc. The platform also lists various accessories like bags and belts, jewellery, earrings, necklaces and pendants etc. Interestingly, the company claims that around 60% of its listings are exclusive to the portal.

Ajio has been open for a limited number of Reliance employees since December 2015, with plans to open to all its employees earlier this month. At the time the company said it was looking at a multi channel model; through Jio’s online and its Reliance retail network, which currently has 1,723 stores across India.

The retail arm partners exclusively with companies like Diesel, Ermenegildo Zegna, Marks and Spencer, Paul & Shark, Thomas Pink, Kenneth Cole etc. Ajio has reportedly roped-in brands from US, Russia, Turkey, Singapore, and Australia, among other countries and lists a collection of various global and local brands, besides handpicked artisan products.

RIL’s push towards e-commerce: Reliance Industries had first stated its plans to foray into e-commerce in a 2014 annual report. At the time the company stated that it was ‘poised to launch multi-channel shopping in the coming years’. In November the same year, Reliance Retail launched an RelianceFreshDirect.com to delivery grocery products in some neighborhoods of Mumbai.

Developments in the fashion e-commerce segment:

– In October 2015, Aditya Birla launched an online fashion portal called abof.com that lists clothing and accessories for men and women, both from Aditya Birla’s brands as well as curated clothing from other brands.

– In February 2015, Mahindra Group acquired baby products focused e-commerce venture Babyoye.com.

– In June 2014, textile manufacturer and retailer Arvind Ltd launched its own an e-commerce service called ‘The Arvind Store’

Recent developments at Jio:

– In January this year, Reliance Communications (RCOM) and Reliance Jio entered into a strategic partnership to share spectrum to provide LTE services. RCOM and Jio have signed agreements in spectrum allotment in 800 MHz band across 9 Circles from RCOM to Reliance Jio. The companies also agreed to share spectrum in 800MHz band across 17 Circles.

– In June 2015, it received a provisional licence to operate as a pan-India multi-system operator (MSO). It plans to use its Fibre to the Home (FTTH) connectivity to offer a number of services, including TV, high speed internet, telephone & wireless connectivity.

– In April 2015, Reliance Jio launched a mobile messaging app with voice and video calling features called Jio Chat for Android and iOS devices. By December ’15 it opened Jio Chat to nine countries: Canada, USA, UK, UAE, South Africa, Singapore, Australia, China and India.