• The much-awaited British fashion brand launches with over 3000 options
• With this India foray, ASOS plans to tap into the growing appetite for international brands in the country
• Strong premiumisation trend drives portfolio expansion
• The exclusive launch strengthens AJIO’s repertoire of international brands; scaled up the portfolio 2X in the last two years

Mumbai, 24 August: India’s premier fashion e-tailer AJIO today announced the exclusive launch of ASOS for the first time ever in India. The hottest British fashion brand, which is immensely popular across the globe for its iconic styles, is available to customers in India exclusively on AJIO from today. ASOS has launched over 3000 options across its curated portfolio of own brands including ASOS Design (Menswear and Womenswear), ASOS Edition, ASOS Luxe & Miss Selfridge.

With fresh launches every month, the brand plans to expand its repertoire to 20,000 options in a span of one year. The brand's entry augurs well with India’s evolving fashion landscape and AJIO’s vision to make the best of global fashion accessible to Indian consumers.

“Indians are exposed to global fashion trends and pop culture now more than ever. With a growing appetite for international brands, ASOS is perfectly poised to tap into the Indian market with India’s favourite online fashion destination AJIO, catering to young Indian shoppers looking for the latest in global fashion. This addition further strengthens AJIO’s repertoire of top exclusive international brands, enabling us to deliver the best of fashion from around the world.” - Vineeth Nair, CEO, AJIO

AJIO has been at the forefront of redefining India’s fashion choices. Fuelled by an emerging premiumization trend, the demand for international brands has increased significantly. In the last two years, the international brand portfolio on AJIO has scaled up 2X, and the brand continues to sustain the momentum with new additions like ASOS.

“AJIO’s strong presence and understanding of the Indian consumer makes them the perfect partner for ASOS as we work to bring the best style to fashion-lovers around the world. We’re excited to launch our trend-led brands in India and see our iconic fashion resonate with AJIO’s customers.” - José Antonio Ramos, CEO, ASOS

Emergence of premiumisation trend Shopping sentiment is at an all-time high with customers looking to upgrade their fashion choices. There has been an emerging trend of premiumization and increasing Average Basket Value (ABV) on AJIO in the last couple of years.

This has grown further in the last year with a significant increase in branded merchandise sales on the platform. With exclusive brands like GAP, Diesel, Superdry, GAS, Armani Exchange and much more, AJIO has commanded a strong position as the ultimate destination to shop the biggest brands in the world. AJIO has planned a 360-degree media launch campaign across online and offline channels to promote ASOS. The brand will also unveil a ground-breaking Mixed Reality experience in the coming days, offering an interactive showcase of its trendy products.