India’s richest man targets trend e-commerce with low-cost mannequin

Reliance Industries, run by India’s richest man Mukesh Ambani, is gearing as much as deploy a successful technique from its previous playbook for the style market: low-cost merchandise.

Ajio, Reliance’s retail trend arm, has quietly launched Ajio Avenue. The platform boasts an unlimited choice of clothes and accessories, ranging from a worth level as little as 199 Indian rupees ($2.4). In keeping with Ajio’s web site, Avenue ensures the “lowest worth” for its choices, waives supply expenses, and guarantees an easy returns course of.

The roll-out of Ajio Avenue, which has not been beforehand reported, coincides with a affirmation from Shein, a dominant participant within the international price range trend market hailing from China, that it has partnered with Reliance to reestablish a presence within the profitable Indian market.

The emphasis on affordability is vital in capturing market share in India’s trend sector, analysts say, citing the area’s notoriously price-sensitive shoppers.

Ajio Avenue web site. (Display seize)

The Indian newspaper Financial Instances reported final month that Reliance plans to focus on shoppers in smaller Indian cities and cities with Ajio Avenue. The newspaper additionally mentioned that Avenue will function on a zero-commission mannequin, that means sellers won’t be paying any fee to the platform in a transfer to achieve fast inroads.

Reliance’s plan additionally places Ajio Avenue in direct competitors with SoftBank and Prosus-backed Meesho, which specialises in promoting low-cost longtail trend and accent objects.

Ajio, launched in 2016, at the moment instructions over 15% of the style e-commerce market in India, in line with wealth administration and analysis agency Bernstein. Flipkart, which owns trend big Myntra, dominates the class with over 60% market share, whereas Amazon is holding on to about 20% of the slice.

For Reliance, deploying an affordability-led method to attain market dominance has been a longstanding technique. This was strikingly evident within the earlier decade when the corporate dramatically shook the Indian wi-fi sector with the introduction of Jio – providing free voice calls and cutrate information charges. With a subscriber base now exceeding 430 million, Jio now dominates the telecommunications business within the South Asian market.

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