Aditya Birla Group launches abof.com – all about fashion, a one-stop online portal for fashion products

Announcing the launch of abof.com (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. We plan to stay focused on seeding and growing specific businesses in areas where we have specific strengths which we can play upon extensively. We see fashion e-commerce as one such space. With abof.com, 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 three 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 to us to enter into fashion e-commerce to further strengthen our stronghold 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.

Built with a vision to become India’s most admired online fashion brand and to provide a personalised 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’.

“Today’s millennial generation wants everything fast and personalised. 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, abof.com. “abof.com 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.

abof.com 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 customers’ preference and shows only relevant personalised 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 abof.com 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.

About abof.com 
abof.com is a go-to online destination for the best in fashion shopping, news and trend watching! abof.com has got the most trendy and celebrity-inspired apparel, footwear and accessories that belong in every fashionista's wardrobe in India. If one wants to get famous, abof assures fast deliveries of the best in branded clothing! Start shopping now!

About Aditya Birla Group

A US$41 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of over 120,000 employees, belonging to 42 different nationalities. The Group has been ranked Number 4 in the Global 'Top Companies for Leaders' survey and ranked Number 1 in Asia Pacific for 2011. 'Top Companies for Leaders' is the most comprehensive study of organisational leadership in the world conducted by Aon Hewitt, Fortune magazine and RBL (a strategic HR and Leadership Advisory firm). The Group has topped the Nielsen’s Corporate Image Monitor 2014-15 and emerged as the Number 1 corporate, the ‘Best in Class’, for the third consecutive year.

Over 50 per cent of its revenues flow from its overseas operations. The Group operates in 36 countries – Australia, Austria, Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia, Singapore, South Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK, USA and Vietnam.