British fashion brand ASOS has officially launched in India, exclusively on AJIO. The launch features over 3,000 options across ASOS’s curated portfolio, including ASOS Design (Menswear and Womenswear), ASOS Edition, ASOS Luxe, and Miss Selfridge. ASOS plans to expand its offerings to 20,000 options within a year.
The entry of ASOS into the Indian market reflects the growing appetite for international brands in the country. This launch aligns with AJIO’s strategy to enhance its collection of global fashion brands, which has doubled in size over the past two years.
“Indians are exposed to global fashion trends and pop culture now more than ever. With a growing appetite for international brands, ASOS is perfectly poised to tap into the Indian market with India’s favourite online fashion destination AJIO, catering to young Indian shoppers looking for the latest in global fashion. This addition further strengthens AJIO’s repertoire of top exclusive international brands, enabling us to deliver the best of fashion from around the world,” Vineeth Nair, CEO, AJIO, said.
José Antonio Ramos, CEO of ASOS, added, “AJIO’s strong presence and understanding of the Indian consumer makes them the perfect partner for ASOS as we work to bring the best style to fashion lovers around the world. We’re excited to launch our trend-led brands in India and see our iconic fashion resonate with AJIO’s customers.”
AJIO has been redefining India’s fashion landscape, driven by the emerging trend of premiumisation and increasing Average Basket Value (ABV). The platform has seen a significant rise in branded merchandise sales in recent years. AJIO’s international brand portfolio now includes notable names such as GAP, Diesel, Superdry, GAS, and Armani Exchange.
To promote the launch of ASOS, AJIO has planned a 360-degree media campaign across online and offline channels. The brand will also unveil a groundbreaking Mixed Reality experience in the coming days to offer an interactive showcase of its trendy products.
ASOS is a global fashion destination catering to fashion-conscious twenty-somethings. Through its app and web experience available in nine languages and over 200 markets, ASOS offers a curated selection of products from nearly 900 global and local third-party brands alongside its fashion-led labels.
AJIO is a fashion-first platform and an integral part of Reliance Retail, offering over 6,000 brands and 1.7 million styles. It features a mix of exclusive international brands, owned labels, and homegrown brands, providing an unparalleled shopping experience with convenience, variety, and deals throughout the year.
