Grasim announces exclusive tie-up with Amazon

The Financial Express
26 November 2014

Bengaluru: In an endorsement of the growing importance of e-commerce to manufacturers and retailers, Grasim announced an exclusive tie-up with Amazon, launching ready-made shirts, besides suiting and shirting gift packs on the online marketplace.

With this launch, Grasim intends to engage more closely with digital age customers. Abhijit Ganguly, brand director, Grasim Fabrics and Apparels, said: “The Grasim consumer is very aware and very style conscious, so it is only natural that we make our products available where our consumer is. This is the first step towards upgrading the brand’s e-commerce presence and giving consumers the same brand experience that they enjoy at Grasim stores.”

The $75-billion e-commerce giant Amazon is cranking up its India play, spreading to territories where domestic companies currently enjoy a stranglehold. With its rapidly expanding apparel offerings, Amazon India is working on a chain of customer requirements that will place it squarely against established Indian players like Myntra and Jabong, which focus on fashion and lifestyle.

The company has launched handbags, shoes, women’s ethnic wear, watches, fashion jewellery, sunglasses and lingerie stores in a bid to target consumer needs in one segment before moving on to the next.