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Published
Oct 22, 2015
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Amazon India aims to become fashion leader

Published
Oct 22, 2015

In an interview with The Economic Times, Amazon India's fashion vertical head, Mayank Shivam, said the company is confident it will take the lead in the Indian fashion market.

Fashion is already among Amazon India's top-three categories and has grown five-fold since last year. Shivam said that in terms of average selling price, the company is trending better than the goals it had set, and that most of the demand is coming from tier 2 and tier 3 cities.

Amazon India is seeing mobile as the key form of engagement in the fashion category, and has close to 60% of fashion sales coming from mobile. The company is investing in building content and expanding its team and has launched specific stores for Amazon fashion itself. These include the "Craft in India" store, which has 3,500 products from 11 regions directly sourced from craftsmen, weavers and artisans, and an "international shoe store where we have about nine exclusive international brands such as British Knights," Shivam said.

Shivam said that though the price points for international brands don't differ much, in come cases they are slightly higher because of import custom duty.

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