In August 2022, Isha Ambani was declared the head of Reliance Retail. Since then, she is on a mission to bring a fashion revolution to India. Isha started off her ambitious journey by acquiring stakes in big fashion brands like Ritu Kumar, Anamika Khanna’s AK-OK, Abraham & Thakore, and Abu Jani Sandeep Khosla. And then she made her biggest business by launching Azortè—Reliance Retail’s first in-house fashion brand.
With Azortè, Isha is trying to drive international fast-fashion brands like H&M, Mango, Zara, etc. out of India. Here’s how she is aiming to do it:
Fully-Automated Stores
Dedicated Azortè stores have already been opened in metro cities like Bangalore, Gurugram, and Mumbai. These are fully-automated stores where you can shop with almost no human interactions. You can order whatever you like in their smart trial rooms. These clothes will then be delivered to you by the sales staff. You can also generate bills and make payments without interacting with anyone.
Competitive Prices
Even though Azortè is being marketed as a premium brand, the prices have been kept quite low to compete with Zara, H&M and other similar brands.
Can Azortè Compete With Zara And H&M
While the Ambanis have high hopes for Azortè, Indian customers are yet to warm up to the idea of this brand. Many aren’t happy with the designs and quality. Others are simply too attached to their favourite international brands. An Instagram influencer recently talked about Azortè in a reel.
Here’s how people have been responding to it:
Rest assured, Azortè is going to be Isha’s biggest challenge as an entrepreneur. It would be interesting to watch how she fares in this test!
Featured Image: Instagram
