Amazon India is attempting to revive sales in its online fashion business by forging alliances with popular brands that have high recall among urban consumers
After trailing arch-rival Flipkart Ltd in the crucial online fashion retail business, Amazon India is aggressively pursuing partnerships with large offline fashion brands and is even looking to invest in some of these brands and offline retailers.
According to two people familiar with Amazon India’s strategy, the online retailer is attempting to revive sales in its fashion business by forging alliances with popular brands that have high recall among urban consumers.
Amazon, which recently picked up a small stake in Shoppers Stop Ltd, has also held talks with a number of other offline businesses and conglomerates such as the Tata group, which runs e-commerce portal Tata Cliq and the retail chain Westside, the people cited above said. The two requested anonymity as the discussions are confidential.
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