On Thursday, the retail division of Mukesh Ambani's Reliance Industries Ltd. opened its first in-house premium fashion and lifestyle store as the business continues to expand in India's luxury market. With its first location opening in Bengaluru, the new network of stores known as Azorte will fight with Zara and Industria de Diseno Textil SA (Inditex)-owned Mango for the attention of millennials and Generation Z.
Over the following nine months, the company aims to have up to 40 locations spread throughout 12 cities. According to Prasad, who spoke at the Bengaluru store opening, Azorte would add 15% to Reliance Retail's fashion and lifestyle division in three years. The new retail chain is a part of Reliance Industries' aggressive retail expansion, which includes developing alliances with national and international companies. Isha Ambani, the Ambani family's daughter, is in charge of Reliance a luxury and lifestyle venture.