biyani’s: Amazon and Future Group to cross-leverage each others’ sales channel

Mumbai: Future Group and Amazon have signed a deal where both companies will use each others’ network to sell products from apparel to grocery, helping them cross-leverage both physical stores and online channel to widen distribution. As part of the agreement, Amazon will be an authorized online sales channel for Future Retail while its stores and warehouses will be used as distribution centres by Amazon for quicker delivery.

“Amazon and Future Retail share common values of serving customers everywhere in the best possible manner,” said Kishore Biyani, Chairman at Future Retail Limited. “This arrangement will allow us to build upon each other’s strengths in the physical and digital space so that customers benefit from the best services, products, assortment and price.”

The companies also said both organizations will work closely through a dedicated team, and will explore synergies in distribution, customer acquisition, and marketing initiatives. Last year, Amazon agreed to acquire a 49% stake in Biyani’s Future Coupons, which owns 7.3% of Future Retail, with an option to buy the entire holding at a later stage.

“We are excited about the business collaboration with FRL. FRL’s national footprint of stores offering thousands of products across fashion, appliances, home, kitchen and grocery will now be available to millions of customers shopping on Amazon.in, in hours across 25 cities,” said Amit Agarwal, Country Head, Amazon India.