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Amazon India adds Aditya Birla’s fashion store abof as seller


Amazon India has tied up with Aditya Birla Group’s online fashion store abof (Aditya Birla Online Fashion) to be a seller on Amazon’s marketplace, reports the Mint. Amazon mentions that it already sells brands from Madura Garments and Pantaloons, both Birla companies, which were merged to form Aditya Birla Fashion & Retail last year.

Subsequently, Aditya Birla had launched its own online fashion portal called abof.com, listing clothing and accessories for men and women, both from Aditya Birla’s brands as well as curated clothing from other brands. As a seller on Amazon, abof will sell its inventory on Amazon as well as on its own website.

Amazon has been ramping up its push in the fashion ecommerce market to compete against Snapdeal, which recently acquired Exclusively, and Flipkart, which owns Myntra. Earlier this month, it launched its first private label fashion brand in the country called Symbol, listing the store with shirts, t-shirts, bottoms, innerwear and accessories.

Back in 2014, Amazon had also partnered with Label corp, to sell the latter’s collections from thetrunklabel & theclosetlabel on its platform. The same year, it signed a strategic alliance with Future Group to sell products from the latter’s portfolio of 40 fashion brands including Lee Cooper, Converse, Indigo Nation, Scullers and Jealous 21.

Amazon’s private labels: Symbol is Amazon’s second private label in the country – it previously launched AmazonBasics in India in September last year, starting with consumer electronics. The company had said then that it would expand to include other categories in the coming months. As of now, the platform is selling lightning cables, data cables, audio video cables and various adapters.

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Amazon India’s investment and financials

In June, Amazon CEO Jeff Bezos announced that the company would invest $3 billion (about Rs 20,000 crore) into its India operations. This investment takes Amazon’s total commitment in India up to $5 billion, which includes the recent $3 billion and a $2 billion investment announced back in July 2014, which the company has already completed in phases over the past two years.

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