, Future Group enter into strategic tie-up, Future Group enter into strategic tie-up, Future Group enter into strategic tie-up

Amazon India and Kishore Biyani-led Future Group on Monday announced a strategic alliance that will leverage the strong product knowledge, extensive brand portfolio and sourcing base of Future Group, and the e-commerce platform, customer base and reach of

"The bottomline in each of our retail success stories is know your customer’. Insights into the soul of Indian consumers — how they operate, think, dream and live — helps us innovate and create functionally differentiating products and experiences. Partnership with Amazon will enable us to leverage their strengths, investments and innovations in technology to reach out to a wider set of consumers across India," said Kishore Biyani, Group CEO, Future Group, in a statement.

Once launched, customers can expect the largest online stores of Future Group fashion brands like Lee Cooper, Converse, Indigo Nation, Scullers and Jealous21 and benefit in making a purchase decision through rich product content, secure payments, fast delivery and easy returns on the Amazon India platform.

Future Group’s current portfolio of over 40 brands will be retailed exclusively online through platform, said Amit Agarwal, Vice President and Country Manager, Amazon India.
The partnership will initially focus on the Future’s Group fashion brands and will subsequently cover all other categories, according to an Amazon India release. The tie-up will help build on the synergies of experience which both companies have in the online and offline business, Amazon said.