Mukesh Ambani owned Reliance Industries has launched its fashion e-commerce portal under its Jio brand. The company launched the portal at the ongoing Lakme Fashion week in Mumbai.

The new venture will mainly focus on designer wear and high-fashion global brands to differentiate itself in the cluttered online apparel market driven mostly by discounts.

“We will leverage the Jio ecosystem and its network for delivery. This is part of our omni-channel strategy and we aim to reach 15,000 pin codes in the next two months,” said Sanjay Mehra, chief executive, AJIO.

Isha Ambani, director on the board of Reliance Retail has been closely associated with the conceptualization of the fashion portal. This is Reliance Retail’s second e-commerce initiative. It has already launched, its grocery delivery platform in Mumbai and surrounding towns.

Companies such as Reliance Retail, Shoppers Stop and the Aditya Birla Group, which have predominantly been brick-and-mortar retailers are also investing in this space. Last October, Aditya Birla Group launched its own fashion portal, which sells apparel brands owned by its group companies and footwear and accessories.

Increasing internet penetration, growing number of smartphone users and small town residents getting access to latest fashion brands and trends is driving growth of the e-commerce portals. According to estimates by Google, India is expected to generate almost $100 billion online retail revenue by 2020, with fashion e-commerce contributing to around $35 billion.
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