Reliance Retail’s online fashion platform Ajio is set to feature products from Swedish fast-fashion major H&M on its website, potentially signalling the end of the exclusive partnership between H&M and Myntra.

H&M’s entry into the Indian market was in 2015. The business debuted its website and mobile app in 2018, and a year later established a relationship that made Myntra the only online outlet for H&M’s products. According to those with knowledge of the situation, H&M will continue to work with Myntra while also expanding its online presence significantly with the addition of Ajio.

Ajio, which has exclusive partnerships to sell labels like Gap online, will gain from the action. The long-term rights to grow the Gap brand both offline and online in India are owned by Reliance Retail. To increase its presence in the nation’s retail fashion industry, it is also planning to introduce the Chinese brand Shein.

“While we cannot comment on market speculation, our endeavour is to tap into the high-potential market in India. Our primary goal is to be the preferred shopping brand, which is not only fashionable but accessible to all. To keep up with the ever-evolving e-commerce and digital landscape, we are leveraging our strong brand presence and customer loyalty to effectively penetrate the market,” Yanira Ramirez, country sales manager, H&M India Pvt. Ltd, said.

Ramirez said H&M’s long-standing partnership with Myntra has exceeded its high expectations, and has ensured the brand is even more accessible to its customers in India.

Ajio features over 5,500 brands that includes a portfolio of exclusive international brands, owned-labels, besides homegrown brands, including Puma, Superdry, Gap, USPA, Steve Madden, Levis, MarksandSpencer, Only, Armani Exchange and Nike.