Amazon brings abof on board to take on Flipkart's Myntra-Jabong

By Alnoor Peermohamed , Business Standard, Bengaluru | In Digital | September 30, 2016
Abof's induction into Amazon comes ahead of the US-based firm's Great Indian Festival sale that will span five days starting October 1.

Amazon will sell products of retail giant Aditya Birla's online fashion label (abof) on its platform as it looks to offer customers a wider variety of apparel, a category the US e-commerce lags behind in to local rival Flipkart.

Flipkart, along with its fashion units Myntra and Jabong, dominates the online fashion space with nearly two-thirds market share. The Indian e-commerce major has been pushing to win in the high-margins fashion and apparel space as Amazon begins clawing away at its overall market share.

"This launch from the house of Aditya Birla Group further enhances selection on Amazon Fashion that already includes brands from Madura Garments and Pantaloons. Also, it reinforces our commitment to offer a width of choice, across price spectrum, to suit varied preferences of our customers," said Arun Sirdeshmukh, Head of Amazon Fashion, in a statement.

Abof's induction onto Amazon comes ahead of the US-based firm's Great Indian Festival sale that will span five days starting October 1. As Flipkart and Myntra gear up for their own Big Billion Days sale in the same week, Amazon is taking them on in all categories including fashion.

Last week Amazon launched its private label fashion brand Symbol in an effort to take on Myntra's profitable brands such as Roadster, HRX and DressBerry.

Aditya Birla had introduced abof, its online fashion brand and fashion portal, late last year to try and compete for a pie in the fast growing online e-commerce space. Until its partnership with Amazon, was the sole seller. Being a late entrant, has not been able to make a real dent in the digital commerce space.

"We aim to increase the accessibility of abof branded products to a new and wider user base through our partnership with Amazon," said Prashant Gupta, president and CEO,

Amazon is pulling all stops to bring a wider variety of products and brands to its platform, luring them in with its gigantic reach in India. Earlier this month, the firm brought onboard online furniture brand UrbanLadder, which while continuing to sell its production on its own platform will also do so on Amazon.

Brands brands look to rationalise their marketing spends, they're increasingly turning to online e-commerce giants which already spend big bucks to draw customers in. However, Amazon with a new $3 billion in its kitty has been able to pull brands away from rival Flipkart, right from smartphone brands such as Motorola and Xiaomi, to fashion brand abof now.