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Aditya Birla Group Launches– All About Fashion, A One-stop Online Portal For Fashion Products

Announcing the launch of (all about fashion: ae-bof), an online one-stop fashion portal for apparel, footwear, and accessories for men and women, Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group said “The e-commerce sector is a sunrise sector from an investment point of view. While a lot has happened in the last couple of years, a lot more is yet to happen in this space. With, we aim to offer a wide but curated range of merchandise and a differentiated shopping experience that can compete with the best in the world. We see abof emerging as the most admired player in online fashion within the next 3 years”. 

Elaborating further Mr. Birla mentioned that the Aditya Birla Group is already India’s largest fashion player through Madura Fashion and Pantaloons. “Therefore, it made sense for us to enter into fashion e-commerce to further strengthen our pole position in the business of fashion in India. We see the potential to build another billion-dollar business of the Group in this space” commented Mr. Birla.

abof review

Built with a vision to become India’s most admired online fashion brand and to provide a personalized shopping experience, abof has leveraged best-of-breed technologies. Its experience has been built as mobile first, and it works seamlessly across a wide range of devices including desktops.

The snappy and glam-led platform is targeted at millennials, the aim being to offer the latest styles, a daily dose of proprietary fashion content and style tips. The webstore provides the trendiest looks of the season from around the world through its curated collection of products handpicked from brands, and from its own brand ‘abof’.\ review

“Today’s millennial generation wants everything fast and personalized. Within fashion, we identified this as a white space that can be tapped into by a focused player,” avers Mr. Prashant Gupta, President and Chief Executive Officer,  “ is a result of our quest to address this gap in the market.  We are building India’s most admired online fashion store and fashion brand, even as incumbents race towards becoming a fashion marketplace offering deeply discounted branded products”, he added. is equipped with India’s first-of-its-kind 3D virtual trial room – a tool where customers can instantly view themselves in any product by inputting their basic body proportions. The tool allows one to layer various garments to check out looks.  The webstore also uses a unique style quiz to understand a customers’ preference and shows only relevant personalized content. abof has built an ecosystem of best-in-class partners across technology (e.g., IBM, Cognizant, Razorfish, Oracle), fashion brands, marketing, and operations.

Additionally, the consumer experience at is designed to treat consumers like celebrities. It uses premium packaging that ensures garments are intact during transit and has superior delivery services throughout the week including Sundays.  abof has established a world-class supply chain infrastructure that is fully tech-enabled.  Delivery and customer care services have been set up to cater to more than 400 cities across the country.