Indian conglomerate Reliance Brands is planning to launch a luxury fashion in e-commerce portal through its online fashion site Ajio.

The launching of the e-commerce portal is aimed at widening the company’s market share as online marketing in the country booms. The move pitches the company against established e-commerce players including Flipkart, Amazon and Myntra.

While an Ajio spokesperson shared information about the business with Vogue, they added that no brand partnerships with labels have yet been signed and declined to comment on timing. 

The luxury fashion move will be built upon Ajio Gold, Reliance Brands’ premium retail site that carries known brands including Superdry and Steve Madden. 

“Data-driven insights from the ‘bridge to luxury’ brands that retail on Ajio have indicated strongly the possibility for Ajio to craft a luxury vertical, and we are exploring [that],” the Ajio spokesperson told Vogue. 

Reliance owner Mukesh Ambani has partnered with 46 international brands including Tiffany & Co, Burberry and Kate Spade and operates 882 physical stores.