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Bombay dreams?

This week Drapers reported that former Asos non-exec chairman Lord Waheed Alli and former Asos product and trading director Rob Bready have teamed-up to launch a new online fashion venture aimed solely at the Indian market. Ruth Faulkner considers this move and what Koovs.com could mean for Asos should it ever decide to launch in India.

Asos chief executive Nick Robertson has made no secret of the fact that the first two international local language websites that the etail giant plans to launch are Russia and China.

With this in mind, you could argue that Alli and Bready have been pretty calculated with their decision to launch Koovs.com which, if you look at the site I’m sure you’ll all agree, looks remarkably reminiscent of another famous etailer.

The increase in disposable income of India’s growing middle classes has been well documented and so a site aimed at the fashion conscious 20-something in that market is somewhat of a no brainer especially, when the people behind it have the industry contacts and know-how to make it a success.

More importantly however, by launching in a market where Asos do not already have its own local site, Koovs.com has the opportunity to become a serious player in India before the Asos phenomenon really takes off there.

The focus for Asos over the next year will be on Russia and China, allowing Koovs.com to get a firm foothold in India – signing up the relevant brands and developing a strong own-label product offer as well.

Koovs obviously has a long way to go before we can make any real judgements on the likelihood of its success but I, for one, would be interested to see what Asos decides to do in India now.

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