India’s leading industry group Adity Birla Group has launched an online fashion portal-- abof.com (all about fashion). The US $41 billion corporation is one of the leading Indian companies ranked in the Global 'Top Companies for Leaders' survey. The Group’s fashion portal will be one-stop fashion solutions for apparel, footwear and accessories for men and women. It also has India’s first-of-its-kind 3D virtual trial room - a tool where customers can instantly view themselves in any product by inputting their basic body proportions. It allows one to layer various garments to check out looks. The portal has been built on an ecosystem of best-in-class partners across technology (e.g., IBM, Cognizant, Razorfish, Oracle), fashion brands, marketing, and operations. Announcing the launch of abof.com, Kumar Mangalam Birla, Chairman, Aditya Birla Group said, “The e-commerce sector is a sunrise sector from an investment point of view. While a lot has happened in the last couple of years, a lot more is yet to happen in this space.” He said the Aditya Birla Group is already a top player in India’s fashion industry with its Madura Fashion and Pantaloons brands. “Therefore, it made sense for us to enter into fashion e-commerce to further strengthen our pole position in the business of fashion in India. We see the potential to build another billion-dollar business of the Group in this space” commented Birla. To provide a personalized shopping experience, abof has leveraged best-of-breed technologies. Its experience has been built as mobile first, and it works seamlessly across a wide range of devices including desktops. The snappy and glam-led platform aims to deliver the latest styles, a daily dose of proprietary fashion content and style tips. The webstore provides the trendiest looks of the season from around the world through its curated collection of products handpicked from brands, and from its own brand ‘abof’. “Today’s millennial generation wants everything fast and personalized. Within fashion, we identified this as a white space that can be tapped into by a focused player,” noted Prashant Gupta, President and CEO of abof.com. Delivery and customer care services have been set up to cater to more than 400 cities across the country.