Aditya Birla Group’s abof.com, the one-stop online fashion portal has been recognized and conferred with the award of ‘Dream Companies to Work For’ at World HRD Congress, the company said in a press release.

Coming within a few months of its launch, the honour is testimony to abof’s success in creating a new-age work culture in a relatively short period of time, it said.

The award reaffirms the company’s commitment to live up to the ideals and strong heritage of the Group, while being able to attract the best and brightest young talent in what is otherwise an industry known for its high attrition, low level of loyalty, and job insecurity. The company has been awarded under 3 categories – Fun at work, Knowledge Management and Talent Management, which are considered key pillars of employee engagement in today’s corporate space, abof.com said.

According to the release, abof.com has a robust employee engagement, encouragement and sustenance program which reflects in many facets of the organization. This includes a very open culture, unconventional work environment, informal dress code, flexible work hours, and employee friendly policies and practices.

Commenting on the achievement, Prashant Gupta, CEO of abof.com, said, “This recognition reflects our long term commitment to making employees the center of whatever we do at abof. And our belief that a happy and motivated workforce can deliver outstanding performance in a highly competitive sector”.

The World HRD Congress Awards recognise the efforts of organisations that have demonstrated excellence through their innovative programmes showing clear and measurable business results to drive organizational excellence. The nominations go through rigorous process of screening, academic council’s review and further evaluated by a professional council.