Reliance Industries has opened AJIO ‘shop-in-shops’ in more than 100 Reliance Trends stores as part of its omnichannel strategy, the Mukesh Ambani-led company said in a presentation to investors for the quarter to June.

The company entered the online fashion retail business in April through AJIO.com, targeting shoppers with high-margin, curated fashion.

The portal, named after its telecom unit Reliance Jio and upcoming digital wallet Jio Money, was tested on company employees for three months before its official launch.

The company has also deployed AJIO browsing kiosks across selected Reliance Trends stores to help customers order on the online platform from the bricks-and-mortar stores.

The diverse group with interests in telecom, media and petroleum ranks among the country’s largest retailers and operates department chain Reliance Trends and Reliance Brands, which has partnered more than a dozen premium international labels including Diesel and Superdry.

India’s booming online retail business, which is dominated by Flipkart, Snapdeal and Amazon, has recently see big conglomerates jumping on the bandwagon. While Aditya Birla Group launched Abof.com, Tata came out with its fashion portal Tata Cliq and recently apparel maker Arvind launched its platform NNNow.com.