In order to make the brand more accessible to a larger audience, the leading men’s wear fabric and ready-made brand Grasim has announced an exclusive tie-up with e-tailer Amazon.in.
According to the strategic partnership, Grasim will engage more closely with its digital-age consumers. The brand targets fashion forward male customers who are over 30 years of age.
Abhijit Ganguly, Brand Director, Grasim Fabrics and Apparels, says, “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 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 launch of the Grasim range exclusively on Amazon.in is in line with our vision of enabling our target audience to browse and buy the latest products and styles from Grasim online and provide them a delightful online shopping experience. We are sure the Amazon consumers will value the fact that the best of men’s fashion in ready-made and special suiting and shirting gift packs are now more accessible to them.”
Vikas Purohit, category leader, Amazon Fashion, says, “Grasim had been an integral part of Indian fashion scene for a long time. Their appeal goes beyond the top 10 cities and connects with a wider Indian audience. With this exclusive Grasim store on Amazon.in, we will ensure that their complete and current range is exposed to customers in over 1,000 Indian towns.”
Grasim, part of the Aditya Birla Group, is one of the dominant players in the ready-to-stitch over the counter fabric industry. The brand also ventured into ready-to-wear category by launching readymade garments. Today apart from an elaborate and well-established pan-India distribution network of 150 dealers and 10,000 multi-brand outlets, it has an all-India presence through 120 premium stores.