Aditya Birla Fashion to Strengthen Digital Back-End for E-Commerce Push
Aditya Birla Fashion to Strengthen Digital Back-End for E-Commerce Push

Aditya Birla Fashion and Retail Ltd (ABFRL) is working towards strengthening its supply chain and digital back-end as it expects e-commerce play to outpace the growth of previous years across all its brands.

The company said that the second wave of the pandemic impacted customer footfall and decelerated growth towards the end of the March quarter but the economic activity is expected to pick up gradually after June.

“We are hopeful that the festive season performance shall be as good as last year's levels and customers will have a safer shopping experience. We expect the economic activity to pick up gradually over the upcoming months' post Q1 FY 22,” it added.

In FY21, ABFRL launched over 400 new stores across businesses and formats and rationalised the network. It scaled up across town classes through the asset-light model and focused on new product categories in line with changing consumer preferences for more casual and activewear.

The company has a network of 3,212 stores across 31,000 multi-brand outlets with 6,835 points of sale in department stores across India.

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