Reliance Brands Limited, a subsidiary of Reliance Retail Ventures Ltd, stated on Tuesday that it has reached a definitive agreement to buy a 51 percent majority ownership in couturiers Abu Jani Sandeep Khosla (AJSK).
ASAL by Abu Sandeep, a formal, occasion, and wedding wear womenswear line, GULABO by Abu Sandeep, and MARD by Abu Sandeep, a formal and event wear men’s label, are all part of the AJSK design company.
With this cooperation, the brand will work to represent India as a maker of the best, competing with the best all around the world, while also celebrating Indian craftsmen and bringing their work to the world stage. The brand will be able to flourish as a result of this revitalization.
“Teaming up with India’s foremost couturiers, who hold an unparalleled position in Indian fashion for their fine craftsmanship and impeccable attention to detail, techniques and embroideries is thrilling, as it allows us to build a stronger platform for their zealous commitment to reinvention of Indian craft. Inspiration from the old to create with a brand new approach is their gift. Abu Sandeep have been extraordinarily successful for over three decades and it is time that their endeavour to present their unabashed vision of luxury reached every nook and corner of the world, carving a unique space for the brand globally, making them true Ambassadors of Indian Style,” according to Isha Ambani, Director, Reliance Retail Ventures Ltd.
The objective was clear when they founded Abu Jani Sandeep Khosla: they wanted to introduce India’s immaculate craftsmanship and sense of elegance to the modern world, which had grown over centuries. They wanted Indians to be proud of their culture, and we were determined to make sure it was respected around the world. They have done just that in the last 35 years, not only bringing classic techniques back to life but also creating new ones that represent the tastes and culture of modern India. They will be able to ultimately achieve our goal of worldwide expansion with the help of Reliance Brands.
In India, RBL has 680 stores and 916 shop-in-shops. Armani Exchange, Bally, Bottega Veneta, Brooks Brothers, Burberry, Canali, Coach, Diesel, Dune, and others are among the brands with whom it has partnered.
RBL bought Hamleys, a British toy retailer with 215 stores in 17 countries, in 2019.
