The ‘ABOF' of Indian clothing behemoth Aditya Birla Fashion and Retail is linked to e-commerce platforms

21th August 2021, Mumbai:

ABOF (all about fashion), a fashion brand owned by Aditya Birla Fashion and Retail Limited (ABFRL), is now available for purchase through third-party vendors on e-commerce platforms like Flipkart and Myntra. ABOF caters to young people aged 18 to 25, with 600+ styles and the greatest in-house fashionable clothing.

Every month, ABOF releases two new collections, making it a go-to online destination for best-in-fashion buying and trend spotting. ABOF offers a comprehensive range of apparel for both men and women, with over 600 stylish goods and styles. The brand intends to extend its range in the areas of children's clothing and accessories.

By using Flipkart and Myntra's extensive networks, the firm hopes to expand its reach across India, allowing customers to access a wide selection of the brand's worldwide trends-inspired collections. “At ABOF, we strive to deliver high-fashion products to the young and make them available to them from the comfort of their homes or portable devices with a wonderful shopping experience,” said Manish Singhai, Chief Operating Officer, ABOF, Aditya Birla Fashion, and Retail Limited. This partnership with the Flipkart Group has the potential to boost India's clothing sector and change the youth fashion and athleisure market. The partnership will expand ABOF, Flipkart, and Myntra's reach by providing the latest trends in a variety of categories for men and women at affordable prices.” 

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“We are pleased to strengthen our partnership with ABFRL for the introduction of ‘ABOF,' which meets the rising need for affordable high-fashion streetwear,” said Nishit Garg, Vice President, Flipkart Fashion. As we aim to serve a wide variety of customer demands in fashion, this launch elevates our current strategic collaboration. Consumers will be able to access the newest ‘runway' trends on a regular basis with the introduction of ABOF, with new designs accessible every month.” “The ABFRL Group has been an enabling partner in Myntra's journey of generating value for our consumers, and the introduction of ABOF on our platform today is a major milestone,” said Ayyappan Rajagopal, Chief Business Officer, Myntra.

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