Reliance Industries, run by India’s richest man Mukesh Ambani, is gearing up to deploy a winning strategy from its past playbook for the fashion market: low-cost products.
Ajio, Reliance’s retail fashion arm, has quietly launched Ajio Street. The platform boasts a vast selection of clothing and accessories, starting from a price point as low as 199 Indian rupees ($2.4). According to Ajio’s website, Street guarantees the “lowest price” for its offerings, waives delivery charges, and promises a straightforward returns process.
The roll-out of Ajio Street, which has not been previously reported, coincides with a confirmation from Shein, a dominant player in the global budget fashion market hailing from China, that it has partnered with Reliance to reestablish a presence in the lucrative Indian market.
The emphasis on affordability is key in capturing market share in India’s fashion sector, ana...
