Reliance enters online fashion business with Ajio.com

Seeking to differentiate, the fashion portal was unveiled through a spectacular campaign 'Doubt is Out' with five show stoppers : Actor Sunny Leone, transgender activist, Laxmi Narayan Tripathi, comedian, Bharti Singh, yesteryear actor, Helen and Suman Sharma, the first woman to fly a MiG-35 fighter plane.

The e-commerce site has already been beta launched on an invite-only basis, and its commercial launch was long awaited.

Ajio.com will offer the largest collection of private labels for women online. Some 60 per cent of the merchandise Reliance Retail sells, including national and international brands and Indie (ethnic fusion) wear, will be exclusively available on the portal, RIL had said in its earnings presentation in January.

The online fashion marketplace is currently dominated by the likes of Myntra.com, owned by Flipkart, jabong.com, Amazon among others. (SH)

Fibre2Fashion News Desk – India