 "Kumar Mangalam Birla")
Aditya Birla Group’s plans to shut down Abof.com, second e-tail venture in less than a year, may not deter other bricks-and-mortar retailers that have ventured online with unique offerings.
In the past two years, India’s top-three business houses, Tatas, Birlas and Ambanis, ventured into e-tail largely to transform their bricks-and-mortar retail business under omni-channel — presence across mobile apps, retail and online stores.
Birla took a step further, getting into pure-play e-tail through Abof.com, in addition to its omni-channel platform Trendin.com, which aimed to leverage the group’s presence in fashion business across Pantaloons and Madura Garments. Unfortunately, both failed to generate
