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    Reliance retail fashion portal Ajio's head Sanjay Mehra quits

    Synopsis

    An email sent to the company remained unanswered as of press time Tuesday. Prior to Ajio, Mehra was vice president for India unit of Wolverine Worldwide Inc.

    ET Bureau
    NEW DELHI: Head of Reliance Retail's fashion ecommerce unit Ajio, Sanjay Mehra, has quit barely a year after joining, leaving the company to scout for a new CEO at a time when it’s entering menswear and kids’ clothing, two people aware of the matter said.

    Mehra, who joined the Mukesh Ambani-led retailer in July last year, is said to be leaving because of some differences with the management, the sources said.

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    An email sent to the company remained unanswered as of press time Tuesday. Prior to Ajio, Mehra was vice president for India unit of Wolverine Worldwide Inc.

    He has also worked with Nike, Gap and Motorola in earlier stints. Ajio is set to launch products in new categories including menswear and kids’ wear to take on other fashion ecommerce portals such as Flipkart’s Myntra, Aditya Birla’s Abof and Amazon Fashion.

    Online fashion segment in India is currently estimated at $2 billion and forecast to swell to $20 billion by 2020 to become the single largest online category, surpassing consumer electronics.

    Trends on fashion ecommerce portals have shown that men spend as much as women or even more as they splurge more on higher value items than women. Ajio is also expected to spend a hefty amount in a multimedia advertising campaign before the upcoming festive season.

    Till now it has focused on digital advertising but will now use mass media aggressively to take on rivals and lure customers. Ajio was launched in April and since then has been selling women’s apparel and lifestyle products such as bag, jewellery and shoes.

    Targeting customers in 18-34 age group, the company had in January said it will offer the largest collection of private labels for women online.


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