abof has established supply chain infrastructure. The company has delivery and customer care services in more than 400 cities across the country.
The fashion portal will be selling apparel, footwear and accessories for men and women. The online portal uses premium packaging that ensures garments are intact during transit, and has superior delivery services throughout the week including Sundays.
“With abof.com, we aim to offer a wide but curated range of merchandise and a differentiated shopping experience that can compete with the best in the world. We see abof emerging as the most admired player in online fashion within the next 3 years,” said Kumar Mangalam Birla, chairman, Aditya Birla Group.
Aditya Birla Group is already India’s largest fashion player through Madura Fashion and Pantaloons. “It made sense for us to enter into fashion e-commerce to further strengthen our pole position in the business of fashion in India. We see the potential to build another billion-dollar business of the Group in this space,” said Birla.
abof.com features 3D virtual trial room, a tool where customers can instantly view themselves in any product by inputting their basic body proportions. The tool allows one to layer various garments to check out looks.
The webstore uses a unique style quiz to understand a customers’ preference and shows only relevant personalized content. abof has built an ecosystem of partners across technology such as g., IBM, Cognizant, Razorfish, Oracle, fashion brands, marketing, and operations.