Amazon India has replaced Wills Lifestyle to become the title sponsor of India Fashion Week, the biggest fashion extravaganza organised by Fashion Design Council of India. According to a report published in the Economic Times, the US e-commerce major ‘will be shelling out a shade less than Rs 100 crore for a multi-year association with the event which will now be called Amazon India Fashion Week’. Online retailers are fast replacing other brands to grab title sponsorships.
According to reports, Amazon has defeated competitors such as Snapdeal and Myntra to bag this sponsorship. Sunil Sethi, President, FDCI, said, “With Amazon, we have an association, which is committed towards building a robust alliance, a solid workable business module, one that is aligned with FDCI’s long-term vision – amplifying the business of fashion.” Vikas Purohit, Head, Fashion, Amazon India, said, “Our fashion portfolio plays a key role in our vision to be the most customer centric company in India. We work hard to meet the varying tastes and style preferences of all our customers by providing a broad selection of designers and brands so that customers can easily and instantly find and buy exactly what they are looking for. Likewise, we believe we have the opportunity to partner with designers and brands to leverage the power of technology and provide unique experiences for their new gen customers across India and globally.” The first edition of the Amazon India Fashion Week (AIFW) will be held from March 25 to 29 at Pragati Maidan, New Delhi.