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Amazon announces launch of Aditya Birla's 'Abof' on Amazon Fashion

Speed News Desk | Updated on: 11 February 2017, 5:46 IST

Amazon has announced the debut launch of Aditya Birla's own label brand, Abof, first on Amazon Fashion.

Making this the brand's first foray outside its own portal, customers across the country can now easily discover and buy a wide range of Abof's latest apparel collection on Amazon Fashion.

Crafted for the millennial, Abof brand's collection on Amazon Fashion includes over 1,200 products in apparels with the price ranging from Rs 395 to Rs 1995. The collection will soon expand to offer footwear and accessory categories as well.

"Our mission is to provide for our customers a wide selection of products and a fast, easy, convenient, trusted and reliable shopping experience on our platform. This launch from the house of Aditya Birla Group further enhances selection on Amazon Fashion that already includes brands from Madura Garments and Pantaloons," added Head Amazon Fashion India, Arun Sirdeshmukh.

"We aim to increase the accessibility of Abof branded products to a new and wider user base through our partnership with Amazon," said President and CEO abof.com, Prashant Gupta.

With more than 15,000 brands (including 6,000 top fashion brands) and over two million fashion products, Amazon Fashion is amongst the largest fashion stores in India with selection across apparel, shoes, watches, handbags, luggage, sunglasses, fashion and precious jewelry.

-With agency inputs

First published: 28 September 2016, 3:11 IST