Under Isha Ambani's Leadership, Reliance Launched New Luxury Fashion Brand 'Azorte'

On Thursday, Mukesh Ambani-led Reliance Industries Ltd announced the launch of its first in-house fashion and lifestyle store chain called Azorte in Bengaluru. It will be a premium brand which will compete with the likes of global brands Mango and Zara.

In a statement, Reliance Retail announced that they will serve millennials and Gen Z the latest international and contemporary Indian fashion.

“The mid-premium fashion segment is one of fastest growing consumer segments as millennials and the Gen Z are increasingly demanding the latest of international and contemporary Indian fashion,” Akhilesh Prasad, chief executive of the fashion and lifestyle arm of Reliance Retail, said, reported NDTV.

The first Azorte store covers an area of around 18,000 square feet. It is said to be equipped with tech-enabled interventions such as fashion discovery stations, smart trial rooms, aisles and self-checkout kiosks. The address of the new store is 1 MG-Lido Mall, MG Road, Bengaluru.

Neo Store

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A post shared by AZORTE (@azortestore)

“Azorte is India’s first fashion NeoStore that offers high-street fashion with on-trend styles and classics reinvented – shoppers can future-proof their wardrobe with AZORTE,” said Rakesh Jallipally, VP & Business Head, Azorte.

The store will offer products like Indian wear, western wear, kids wear, fashion accessories, home, beauty, footwear and more.

Over the upcoming months, the company intends to expand the chain's presence across key markets. The shoppers can also buy the brand's goods online on Ajio, Reliance Retail’s e-commerce platform.

Isha Ambani To Lead

Mukesh Ambani's daughter Isha Ambani will lead the new premium fashion brand. Earlier, Ambani had named his son Akash as the chairman of Reliance Jio, the group’s telecom arm. He had also introduced his other son Anant Ambani as New Energy Head at the AGM.

At Reliance Industries Limited’s 45th Annual General Meeting, Ambani introduced Isha as the leader in their retail business.

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