ASOS, the British fashion giant famed for its digital-first ethos, set a new precedent in 2025 by formally entering the Indian market through an exclusive partnership with Reliance Retail and a bold move into physical retail with its first Indian pop-up stores. This strategy introduces the brand’s unique blend of accessible trend-led fashion, digital content, and immersive retail experiences to one of the world’s fastest-growing style-conscious populations.
A New Chapter: Global Fashion, Local Partner
The collaboration between ASOS and Reliance Retail is the first of its kind, making Reliance the exclusive retail partner for ASOS across both online and offline channels in India. Through this long-term licensing agreement, Indian shoppers can access ASOS’s extensive portfolio—including ASOS DESIGN, ASOS EDITION, ASOS LUXE, and Miss Selfridge—across a multi-channel presence spanning pop-up stores, exclusive brand shops, and digital platforms.
José Antonio Ramos, chief executive of ASOS, said: “Our purpose is to give fashion lovers around the world the confidence to be whoever they want to be through access to the latest and best trends. “Together with Reliance Retail, we’re excited to be bringing some of our fashion-led own-brands to customers in India – including ASOS Design, one of the biggest British fashion brands on the planet.”
Pop-Up First: Immersive Debut and Customer Engagement
Making a break from its e-commerce roots, ASOS inaugurated physical pop-up stores in key metro cities, giving Indian shoppers the opportunity to interact with the brand offline for the first time. These short-term installations blend digital and physical, echoing ASOS’s UK and US pop-up concepts that have seen massive success for new product launches and seasonal collections.
Key features of the India pop-ups include:
- Rotating, trend-driven capsule collections, including exclusive ASOS x Adidas collaborations, occasion-wear, and cult beauty edits
- Curated style theaters for shopping by mood, vibe, or festival season
- On-site digital screens for browsing the entire online ASOS catalog and placing orders for doorstep delivery
- Live styling sessions, influencer meetups, DJ performances, and ASOS.World member perks
The brand describes these stores as destinations to experience confidence through fashion in real life—spaces for exploration, play, and social sharing.
Omnichannel Rollout: E-Commerce Supercharged by Physical Access
Simultaneously, ASOS leveraged Reliance’s AJIO platform and other Reliance-owned digital outlets to reach Indian customers countrywide. As of launch, more than 3,000 ASOS styles are available online, with a plan to scale up to 20,000 options within a year, spanning everything from core basics to statement pieces. Exclusive digital campaigns, social commerce events, and streaming ASOS Live—a new video-led shopping destination—form a bridge between content and commerce for Indian shoppers.
Why India, Why Now?
India’s burgeoning middle class, youthful digital demographic, and rapidly evolving fashion culture made it the most attractive new market for ASOS’s global ambitions. With India’s fashion sector projected and younger generations seeking the latest global and sustainable trends, the timing is ideal for ASOS’s unique proposition. Recent research showed Indian buyers are more likely to experiment across sizes and aesthetics, a strength for ASOS’s inclusive and flexible approach.
Vineeth Nair, CEO of AJIO, noted that Indian consumers are now more connected to global fashion trends than ever before. With the growing demand for international labels, ASOS is well-positioned to meet the needs of young shoppers seeking the latest global styles. He added that the launch strengthens AJIO’s lineup of exclusive international brands and reinforces its status as one of India’s top fashion destinations.
Community, Customization, and What’s Next
ASOS’s India launch is not only about more options—it is about shaping the local fashion conversation:
- Live try-on events, micro-influencer partnerships, and local ambassador programs
- Themed pop-up roadshows linked to India’s festival and wedding seasons
- Support for the ScaleUP incubator, nurturing emerging Indian fashion talent and minority-owned labels in cooperation with the Fashion Minority Report initiative.
With the success of its pop-up and omnichannel approach in 2025, ASOS is expected to explore permanent flagship locations in major metropolitan areas and expand its influencer- and studio-driven content series to the Indian audience.
