Amazon India, Future Group Enter Into An Alliance

Kishore Biyani-led Future Group, one of India's largest brick and mortar retailers, today announced a strategic partnership with Amazon India. Starting with fashion segment, the partnership will later be extended to every category. The partnership between Amazon and Future Group marks the entry of the country’s largest brick-and-mortar retailer into eCommerce segment.

Future group will use Amazon’s platform to sell its private labels like Lee Cooper, Converse, Indigo Nation, Scullers or Jealous21, etc. Moreover, Amazon India will also help Future Group in developing new products in categories that are currently not covered by traditional retailers.

“The bottom line in each of our retail success stories is ‘know your customer’. … Partnership with Amazon, which obsesses to be earth’s most customer centric company, will enable us to leverage their strengths, investments, and innovations in technology to reach out to wider set of consumers across India,” Future Group CEO Kishore Biyani said. Amazon India Vice-President Amit Agarwal said the partnership is a “win-win for all.”

Biyani had earlier criticised Flipkart and other e-tailers for offering heavy discounts during Diwali sale as it impacts retail sale. Future Group operates some popular retail chains like Central, Big Bazaar, Foodhall, Planet Sports, Brand Factory, Home Town and eZone.