Aditya Birla Group joins Thrasio-Style Bandwagon; plans to acquire and scale D2C Fashion

Aditya Birla Fashion and Retail Limited (ABFRL) will join the likes of Globalbees and Mensa Brands in the Thrasio-style 'house of brands.' The board of directors of the retail behemoth has approved the formation of a new subsidiary to develop a portfolio of new-age, digital brands (D2C) in the fashion, beauty, and allied lifestyle segments.

The new D2C venture will be funded initially through ABFRL's internal accruals, according to the company. "At the appropriate time, the company will seek external capital to accelerate its growth journey." "It stated. "At ABFRL, we want to create the next generation of iconic brands in the digital space as we evolve to meet the needs of our changing customers." "ABFRL's managing director, Ashish Dikshit, made the statement.

The D2C market in India is expected to be worth $100 billion by 2025. The "house-of-brands" model has piqued the interest of investors as homegrown start-ups seek consolidation of niche online-first brands.

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