e-commerce
Arvind forays into e-commerce with Creyate
MUMBAI: Keeping pace with the rising online sector, textile manufacturer Arvind group announced its entry into the e-commerce space with the launch of its online custom clothing brand, Creyate.
Arvind Internet Limited (AIL), a subsidiary of Arvind group will anchor all the company’s e-commerce initiatives. Arvind group executive director Kulin Lalbhai will drive the e-commerce initiative at the company, which will be a major growth driver for Arvind moving forward.
Elaborating AIL’s vision Lalbhai said, “Arvind Internet Ltd will be the vehicle that will enable Arvind’s e-commerce vision. As pioneers in bringing global fashion to India, Arvind now intends to extend innovative and best in class brand experiences to the online world. We are all set to be a leading consumer lifestyle player in the digital space by engaging in several business models that can scale globally.”
“In an attempt to break away from norms, labels and quick-fixes, Creyate strives to bring to you a fashion identity that is uniquely you, created by you. You can create garments on a 3D visualisation engine, which would then be made for you – it’s like having a very own factory at your fingertips. With more than 100,000 unique products to create, this is the next generation of fashion retail,” added Lalbhai.
Arvind has so far invested close to Rs 20 crore into building capacities for Creyate, Lalbhai said, adding that the company would scale up investment going forward. Creyate has plans of launching stores in 15 cities within the next year. It already has stores in Bengaluru, Ahmedabad and Delhi and offers home visits in major cities.
Creyate intends to offer an alternative to ready-wear as well as traditional custom clothing and targets to be Rs 100 crore plus brand by next year and Rs 1000 crore revenue from e-commerce in three years.
AIL COO Tejinder Singh said, “Creyate can be experienced in our digitised retail stores or alternatively, one can visit our website (www.creyate.com) to design garments online and then schedule a home visit by our ‘Style Stewards’. Style Stewards not only take a customer’s measurements, they also give them style advice and complete wardrobe solutions. And once measured, customers can ‘Creyate’ their own garments from anywhere and they will be delivered as per their exact fit at their door step.”
e-commerce
Amazon revives ‘Aur Dikhao’ with new integrated campaign
Targets everyday shopping with IPL, regional and digital-first strategy.
MUMBAI: If India loves asking for more, Amazon is more than happy to show it. Amazon India has rolled out a new chapter of its ‘Aur Dikhao’ platform, partnering with WPP to reposition itself as the go-to destination for everyday shopping, where choice, trend and value collide. The integrated campaign, led by WPP OpenDoor along with WPP Creative and WPP Production, is designed to shift perceptions around affordability while reinforcing the platform’s breadth of selection.
At its core is a simple behavioural truth: shoppers rarely stop at the first option. By turning the phrase ‘Aur Dikhao’ into a cultural and commerce cue, Amazon is attempting to tap into the joy of discovery particularly across high-frequency categories such as fashion, beauty, home and kitchen, and wireless accessories.
But this isn’t just a creative refresh, it’s a full-stack media and commerce play.
The campaign is heavily anchored around IPL 2026, where Amazon has secured prominent visibility across both linear and connected TV, including a co-powered sponsorship on CTV. It also integrates into match narratives through a branded segment, ‘Game Changing Moments Aur Dikhao’, ensuring the brand rides on high-attention moments rather than sitting on the sidelines.
Beyond cricket, the strategy stretches into emerging content formats. A ‘ShopTheScene’ approach embeds products within short-form storytelling, turning entertainment into a shoppable experience. Influencer-led content, timed with the IPL season, is expected to further amplify the idea of “option overload” in culturally relevant ways.
Regional depth is another key lever. The campaign has been localised across six languages Hindi, Tamil, Telugu, Kannada, Marathi and Bengali supported by on-ground activations, cinema and out-of-home partnerships in markets such as Maharashtra and Andhra Pradesh. The aim is clear: push relevance beyond metros into Tier 2 and Tier 3 audiences.
For Amazon, the ambition goes beyond awareness. The campaign is structured to create repeated touchpoints across consumer journeys, nudging new and infrequent users to turn to the platform for everyday purchases.
As e-commerce competition intensifies, ‘Aur Dikhao’ signals a strategic shift from being a place people visit occasionally, to one they instinctively return to. Because in the battle for daily habits, sometimes the winning move is simply to show more.
