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Abof.com targets 15% market share, rules out price war
25
Nov '15
Aditya Birla Group's online shopping portal abof.com will not offer deep discounts to capture market share and will instead focus on offering personalised experiences to win customers, a top executive told reporters in New Delhi.

Launched on October 16, the portal is also targeting a 15 per cent share of the country's online fashion market by 2019-20.

President and CEO of abof.com, Prashant Gupta said online fashion is 'a billion dollar' opportunity for them and the company is targeting a 10-15 per cent share of the e-commerce industry that is expected to be around $10-15 million by 2020.

Gupta also said that unlike its competitors, abof.com will not offer many brands. Currently, the portal has about 55 brands which could go up to 100-125 brands in the next six months. The portal will only sell brands that are meaningful for its customers, he added.

Ruling out heavy discounts on abof.com, Gupta said the company has curated its portfolio to focus on consumer experience. While competitors are offering deep discounts, abof.com will not get into it and will instead focus on offering the good quality and high fashion products. (SH)

Fibre2Fashion News Desk - India

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