Asos, a British fashion brand, has launched in India exclusively through Reliance Retail’s multi-brand fashion and leisure platform Ajio. Asos, which will launch with 3,000 styles, hopes to capitalize on India’s growing desire for international brands, while Ajio plans to expand its international brand portfolio.
“Indians are now more exposed to global fashion trends and pop culture than ever,” said Ajio CEO Vineeth Nair in a news statement. “With an increasing hunger for foreign brands, Asos is well-positioned to enter the Indian market through India’s premier online fashion destination, Ajio, which caters to young Indian buyers looking for the newest in global fashion. This addition expands Ajio’s catalog of top exclusive international brands, allowing us to give the best in fashion.
Asos’ new offering in India consists of a selected portfolio of own brands spanning menswear and womenswear, including Asos Design, Asos Edition, Asos Luxe, and Miss Selfridge. In the next year, the business intends to add new styles every month, bringing its total repertoire to $20,000.
“Ajio’s strong presence and understanding of the Indian consumer makes them the perfect partner for Asos as we work to bring the best style to fashion lovers around the world,” José Antonio Ramos, Asos’ CEO, explained. “We’re excited to launch our trend-led brands in India and see our iconic fashion resonate with Ajio’s customers.”
In the last two years, Ajio has doubled its foreign label portfolio. Adding Asos to its roster contributes to the burgeoning premiumization trend in the Indian fashion market, which has been reflected in Ajio’s rising average basket value over the last two years.
