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Last updated: March 2, 2016 at 11:50 am

Reliance Industries to Introduce Fashion E-Commerce Portal AJIO.com


Having launched two services under its Jio brand, Jio 4G telecom services and digital wallet Jio Money, Reliance Industries is ready to extend the brand further into retail.

Reliance is considering expanding into different spaces, the latest being AJIO.com, a fashion e-commerce website. The website has been under testing from December 2015 and is expected to be unveiled to its employees by the week.

The biggest online players that could give competition to AJIO.com are Jabong, Myntra and Koovs. What will set it apart is the joint venture with some global brands from Australia, US, Singapore, Russia and Turkey.

Reliance hopes to make AJIO.com purely for fashion and upcoming trends shopping in India, separate from its other online marketplace services. Reliance trends already exists in the market, and AJIO.com will be a separate entity that will take advantage of the JIO brand and existing partnerships of Reliance Retail.

Details about the online marketplace

AJIO.com will have various brands on display, specially curated by professionals to have a good mix or global and local players. Holster of Australia, Gizia of Turkey and MDS from Singapore are expected to be some of the global brands one can see.

The local brands would include in-house products and independent designers who want to sell their products through a big channel. Reliance will be reaching out to about 150,000 small and medium vendors for its marketplace by the end of this month.

Reliance will make use of the fact that Jio will have an intensive network through India, which could provide benefits to Jio customers. The logistics could be handled by Reliance Retail, considering their expertise for the last 10 years.

Will AJIO be successful?

Myntra and Jabong have redefined the way people shop for clothes and accessories online and proven their prowess in the last couple of years as sales gained momentum. AJIO.com will have to come up with something ground-breaking to prove its mettle in an industry full with local players.

However, considering the network of Jio and Reliance Retail, the obstacles would be lesser. The e-commerce site has to penetrate into the mindset of Indians who still hesitate to buy clothes and accessories online, a reason why offline stores are still working.

Stay tuned for more news on AJIO.com!

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