Kumar Mangalam Birla led Aditya Birla Group has launched a new online fashion store Abof.com.

With this, the textiles and telecom conglomerate has entered into e-commerce space which is considered as sunrise sector from an investment point of view.

The newly launched portal abof which stands for Aditya Birla Online Fashion will offer shoppers range of merchandise brands from its subsidiaries and other companies.

It will be one-stop fashion portal with wide range of merchandise products including apparel, footwear and accessories for men and women.

Prashant Gupta is President and Chief Executive Officer (CEO) of abof.com and it will remain a