Asos goes live in India exclusively on Ajio, plans continued expansion of product offering

British fashion brand Asos has launched in the Indian market exclusively on Reliance Retail’s multi-brand fashion and lifestyle platform Ajio. Debuting with 3,000 styles, Asos aims to tap into the growing demand for international brands in India and Ajio aims to strengthen its international brand offering.

“Indians are exposed to global fashion trends and pop culture now more than ever,” said Ajio’s CEO Vineeth Nair in a press release. “With a growing appetite for international brands, Asos is perfectly poised to tap into the Indian market with India’s favourite online fashion destination Ajio, catering to the young Indian shoppers looking for the latest in global fashion. This addition further strengthens Ajio’s repertoire of top exclusive international brands, enabling us to deliver the best of fashion from around the world.”
 
Asos’ new offering in India comprises its curated portfolio of own brands across menswear and womenswear including Asos Design, Asos Edition, Asos Luxe, and Miss Selfridge. The brand plans to add new styles each month and broaden its repertoire to 20,000 options in the coming 12 months.
 
“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,” said Asos’ CEO José Antonio Ramos. “We’re excited to launch our trend-led brands in India and see our iconic fashion resonate with Ajio’s customers.”
 
Ajio has scaled up its international label portfolio by two times in the last two years. Adding Asos to its roster also plays into the emerging premiumisation trend in the Indian fashion market which has been mirrored in Ajio’s increasing average basket value over the past two years.