SpiceJet, arguably the most aggressive low-cost carrier in India, has entered the e-commerce business with a new venture named ‘SpiceStyle!’ and also tied up with online giant Amazon.

SpiceStyle.com mostly offers fashion items

Products from the company will be available via the eponymous website, as well as on Amazon.

The unit has been created as a subsidiary of SpiceJet. SpiceStyle! is also the name of the airline’s in-flight selling service.

Amazon will have a special section, www.amazon.in/spicestyle, which will offer the company’s entire portfolio of brands. The products will be delivered via Amazon’s Prime service and will also carry a flat discount of 25% initially, the airline said.

It will sell products ranging from sunglasses, wrist watches, backpacks, silicone luggage tags among others. The new venture also offers an exclusive brand line designed by the Delhi-based designer, Rohit Bal.

The positioning of the brand will be a blend of “value and mid segment”.

Items purchased from the website will be shipped pan India, the company said.

It is not clear whether the fulfilment and delivery of the items purchased through the company’s website will also be handled by Amazon.

The company expressed the hope that the venture will boost SpiceJet’s ancillary revenue, which has grown from 6% to around 17% in the last two years.

“The brand association will now enable customers to freely shop for specially curated, best quality products. SpiceStyle offers products across 17 different categories including a signature Rohit Bal series on Amazon,” the company claimed.

Ajay Singh – CMD, SpiceJet indicated that more such tie-ups can be expected.

“We shall be partnering with leading e-commerce marketplaces to distribute our exclusive range of products,” he said.

No other airline in India has tried to enter the retail business as aggressively in India before this.

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