 "Abof")
E-commerce companies have to contend with a high percentage of product returns — nearly a third of all items sold, according to multiple reports — compared to traditional firms. In just over a year of its inception, fashion etailer Abof has been trying to make the most of technology to minimise product returns with a view to enhance user experience.
The Aditya Birla group-owned company is a late entrant in the crowded Indian online fashion market, which is estimated by Google India to touch $35 billion by 2020. But Abof's president and chief executive, Prashant Gupta, claims that unlike other
