Amazon.in announced the launch of Aditya Birla’s own label, abof, on Amazon Fashion. This is abof’s first foray online besides its own portal and is aimed to provide customers easy access to the brand. With the availability of abof’s latest apparel collection, Amazon Fashion strengthens selections across all price points ahead of the festive season.

Abof’s collection on Amazon Fashion includes over 1200 products in apparels. The collection will soon expand to offer footwear and accessories as well.

“Our mission is to provide for our customers a wide selection of products and a fast, easy, convenient, trusted and reliable shopping experience on our platform. This launch from the house of Aditya Birla Group further enhances selection on Amazon Fashion that already includes brands from Madura Garments and Pantaloons. As the apparels category continues to show huge growth momentum for us, we are excited to launch abof first on Amazon Fashion to further delight our customers this festive season,” Arun Sirdeshmukh, head of Amazon Fashion, India said.

“Amazon has built an enviable reputation for outstanding customer experience within a short time which marries beautifully with our theme and hence partnering with Amazon was the natural choice for us. We aim to increase the accessibility of abof branded products to a new and wider user base through our partnership with Amazon.in,” Prashant Gupta, CEO of abof.com said.

Apparel & Textile News – Apparel Talk, Indian Apparel