British fashion brand ASOS debuts in India via Reliance's Ajio

This debut features over 3,000 curated options across ASOS’s diverse portfolio, including popular lines such as ASOS Design for both menswear and womenswear, ASOS Edition, ASOS Luxe, and Miss Selfridge. The brand plans to continually expand its offerings, aiming to introduce up to 20,000 options over the next year, with fresh releases every month, Reliance said in a media release.

Vineeth Nair, CEO of Ajio, expressed enthusiasm about the partnership: “Indians are exposed to global fashion trends and pop culture now more than ever. With a growing appetite for international brands, ASOS is perfectly poised to tap into the Indian market with India’s favourite online fashion destination AJIO, catering to young Indian shoppers looking for the latest in global fashion. This addition further strengthens AJIO’s repertoire of top exclusive international brands, enabling us to deliver the best of fashion from around the world.”

“AJIO’s strong presence and understanding of the Indian consumer makes them the perfect partner for ASOS as we work to bring the best style to fashion-lovers around the world. We’re excited to launch our trend-lead brands in India and see our iconic fashion resonate with Ajio’s customers,” said José Antonio Ramos, CEO, ASOS.

The introduction of ASOS on Ajio marks a significant step in the platform's strategy to expand its international brand offerings. Ajio has doubled its portfolio of international brands over the last two years, highlighting a strong trend towards premiumisation in the Indian market, the release added.

Fibre2Fashion News Desk (KD)