Arvind jumps into eCommerce landscape with select brands

India's largest textile company, Arvind Limited, which sells brands such as GAP Inc., Tommy Hilfiger, Arrow etc. plans to kick-start its online business by selling some Internet-only fashion labels.
Arvind
India's largest textile company, Arvind Limited, which sells brands such as GAP Inc., Tommy Hilfiger, Arrow etc. plans to kick-start its online business by selling some Internet-only fashion labels. 
The textile giant is  planning to start with two women‘s in-house fashion labels, Shuffle and Prime. The brands will compete with foreign fast fashion brands, such as Zara. This online online venture is headed by Rajiv Mehta, Puma India‘s former chief executive.
In future, growth will be fastest on the online sales channel, said Mehta, hired earlier this year by Kulin Lalbhai, son of Arvind Group patriarch Sanjay Lalbhai, to build half a dozen Internet-only fashion brands over the next two years.
The two brands will be sold on Amazon, Flipkart and Snapdeal by the end of October. The brands will also be sold through Arvind‘s e-commerce platform likely to be launched in 2016.
The company is firming plans for more such hybrid retail formats as its rivals Aditya Birla Retail Ltd. is coming up with a fashion marketplace "Abof".
Mehta says that the paucity of branded apparel retailers, especially outside the metros, will push shoppers to buy online. By the time Zara gets to Tier II markets, we want to already build a strong clout of Shuffle in these markets, at much affordable prices."
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