The new store chain called Azorte, the first of which was launched in Bengaluru, will compete with the likes of Mango and Industria de Diseno Textil SA-owned Zara, and cater to millenials and Gen Z.
"The mid-premium fashion segment is one of fastest growing consumer segments as millennials and the Gen Z are increasingly demanding the latest of international and contemporary Indian fashion," Akhilesh Prasad, chief executive of the fashion and lifestyle arm of Reliance Retail, said.
The launch is a part of the Ambani company's aggressive strides in the retail industry, forging partnerships with domestic and global brands.
The company plans to build a portfolio of 50 to 60 grocery, household and personal care brands within the year and is in advanced talks to get the rights for LVMH-owned French beauty brand Sephora in India.
Reliance's luxury and lifestyle foray has been led by Ambani's daughter Isha.
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(Reporting by Nandan Mandayam and Nivedita Bhattacharjee in Bengaluru)