News on the go

Aditya Birla's Trendin to shut shop and foray into separate portals

Aditya Birla's Trendin to shut shop and foray into separate portals

Aditya Birla Group's online retail platform, TRENDIN, will be soon spun off into separate portals, the company announced.

While the platform is fully functional now, the transition will take place in a phased manner when all the separate brand websites are up and running, according to the company sources. Started three years ago, Trendin was the first ecommerce venture of the group and had clocked in a gross merchandise value of Rs 120 crore in the recent financial year.

But if sources are to be believed then, Trendin will still continue as Madura's multibrand ecommerce site. While the individual websites will strengthen their e commerce presence. This separate existence is Aditya Birla's effort to create a strong foothold with a multi-channel e commerce presence in line with their omni channel strategy.

A circular has gone to the staff that they are shutting Trendin and the staff will be absorbed in Abof (Aditya Birla's other pureplay ecommerce venture) and other verticals, confirmed another source from the company.

Shivanandan Pare, who headed Trendin, will now head new digital initiatives. Shivaraj Subramaniam, director, corporate marketing and consumer practices at Madura Fashion and Lifestyle, will now be undertaking the digital and omni channel vertical.

Related Articles
Leave a Comment