Reliance Industries plans fashion e-commerce Ajio under Jio brand

After telecom and digital wallet, Mukesh Ambani-led Reliance Industries is planning to take its Jio brand name to a fashion e-commerce site which will be called AJIO.com. So far, its telecom unit is called Reliance Jio and the soo-to-be-launched digital wallet Jio Money.

AJIO.com has been tested among some employees in the company and the plan is to open it to all employees soon. A dual e-commerce model like Flipkart’s – which runs both a general merchandise marketplace and a fashion portal – will be adopted by Reliance. Such as strategy is adopted when there are high margins such as in fashion while the marketplace ventures have a low margin but a vast range of products.

Already AJIO.com has lined up brands from the US, Russia, Turkey, Singapore, and Australia. The brands supposed to be launched on the site would be Holster of Australia, Gizia of Turkey and MDS of Singapore. A mix of curated, exclusive global and local brands in addition to handpicked artisanal products would distinguish the site’s portfolio. The brands sold by AJIO.com will be different from those sold by Reliance Trends and Reliance Brands.