Reliance Retail’s private brands of Avaasa Mix N Match, Teamspirit, DNMX and Netplay are four of the top five selling brands on Ajio this year. It underscores the Reliance Retail’s strategy of pushing its own private brands from various channels.
As per a media report, Puma was the only outside brand amongst the top five. Notably, the same brands formed the top five at Ajio’s Big Bold Sales in July.
Almost half of the 30 top brands currently sold on Ajio are Reliance Retail’s private labels, which on many occasions have outsold top national and global brands such as Puma, Nike, Levi’s, Superdry, adidas and US Polo on the e-commerce channel of the country’s largest retailer.
Ajio is swiftly emerging as a challenger to Myntra in the online fashion space and the platform is heavy on its own private labels as well as on Indian and global fashion apparel and lifestyle brands.
As per industry informed sources, “Private brands may be construed as the mainstay of Ajio as it is for almost all fashion vertical sites. Primarily because the offering across all elements of the marketing mix can be delivered as per customer expectations, especially in the online space as real-time data of customer expectations is accessible.”
Ajio did not respond on this.
Ajio is swiftly emerging as a challenger to Myntra in the online fashion space and the platform is heavy on its own private labels as well as on Indian and global fashion apparel and lifestyle brands.
Reliance Brands also sell in India global brands like Superdry, Armani Exchange, Gas and Steve Madden, etc. These are also amongst top-selling brands on Ajio.
Experts believe that online retailers have a wealth of data on what is selling in terms of designs, colour and sizes amongst other parameters, and online platforms use the data to bring their own lines with sharper pricing to attract consumers.
