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Latest News: E-commerce to Get #Phygital now


The Tata group announced the opening of its e-commerce portal, for customers., the first-of-its-kind multi-brand PHYGITAL e-commerce marketplace will seamlessly blend online and in-store shopping experience for discerning customers. is the first e-commerce marketplace to offer customers the choice of making purchases not only from their website ( but through the mobile apps (iOS and Android platforms) on Day 1.

At launch, customers will be able to access a wide and well-curated range of top brands across the apparel, electronics and footwear categories, including many brands that are exclusive to There are a host of international fashion and luxury labels, offering products that are not easily accessible online. has also upped the ante with a first-of-its-kind PHYGITAL experience, offering innovative services such as click online & PIQ up at store, return to store and ship from store through a large on-ground store network of partner brands. PHYGITAL services will be available across 500 plus stores of 12 partner brands at launch. services will be available in the launch phase in 6856 pincodes across 689 cities and towns and 23 states and two Union Territories. This reach would be significantly enhanced in the coming weeks and months.

Understanding shoppers’ needs for authentic brands with a curated shopping experience and not just an undefined catalogue of infinite products, selects with care the brands it brings to the platform – these come straight from partners and their authorised sellers. The platform also presents a unique brand-forward browsing experience. Each brand has an online storefront akin to exclusive brand stores (EBOs) that stocks the full range of a brand, its latest and fresh merchandise and many exclusives. This strong partnership and curation process makes every product on a C.A.M.E.L. If it is a C.A.M.E.L. from it’s a #SureThing. promises ‘Real Good Brands at Feel Good Prices’. Over 200,000 products have been curated for launch across 400 brands, with prices starting from Rs. 99. launches with a ‘Freebie Fest’, where every customer purchasing anything from the website is eligible for an attractive freebie ranging from coupons to handbags to bumper surprise gifts.

Cyrus P. Mistry, Chairman, Tata Sons, inaugurated the PHYGITAL platform today by ordering online at and picking up his order at the Westside store at Kala Ghoda, Mumbai. Commenting on the launch, he said, “At the Tata group, we have a rich heritage of pioneering initiatives., a first-of-its-kind phygital e-commerce marketplace brings to India a smart combination of the reassurance and in-store experience of a large on-ground network with the convenience of online shopping, bringing the best of both worlds together.” 

“Currently there are only 30 million regular online shoppers in India and there is immense potential to bring the next 100 million with an offering that builds from their current path to purchase rather than expecting them to change behaviour. aims to achieve this by plugging need gaps across instore and online shopping with its unique phygital services and Certified Authentic Merchandise that invokes consumer trust and builds loyalty,” said Ashutosh Pandey, Chief Executive Officer,

Get PHYGITAL with seamlessly combines the best of the PHYsical (in-store) and diGITAL shopping experience. It merges the convenience of shopping online at with the experience and reassurance of walking into one of the partner brands’ stores.

The customer can order from anywhere and choose to get it delivered to their doorstep or pick it up from a partner store. If they wish to return their order, they do not have to wait for a return pick up, and can just walk into the nearest partner store for an instant return or exchange.

Right now, the PHYGITAL experience will be available with Westside, Croma, Killer, Jack & Jones, Vero Moda, Only, Metro and Mochi, collectively over 500 stores. There are select 100+ CLiQ n PIQ stores at launch which offer customers a host of phygital benefits like ‘order pick up from store, instant returns and exchange, after-purchase support and installations’, the remaining 400 stores will start with the ‘return to nearby store’ facility and soon scale up to offer the full suiteCustomers can easily find these stores on the interactive online store locator on the site and app.

Speaking on this unique first-of-its-kind model incubated by Tata Industries, K.R.S. Jamwal, Executive Director, Tata Industries said, “Phygital play, we believe, can be a massive game changer in the e-commerce sector, significantly enhancing the customer experience, while reducing logistics and delivery costs for viable unit economics and a long term sustainable profitable business. With rapidly changing technology and consumer preferences, this is just the beginning and we intend to continue to innovate on technology, personalization and logistics. Our focus would be to delight the consumer by creating a shopping experience that is seamless, brand-centric and delivered faster to the customer.” has big plans for the future and believes that this is just the beginning of a PHYGITAL era that will redefine e-commerce as we know it today. It plans to scale up the PHYGITAL operations to more than 2000 stores bringing many more categories, brands and features in the coming months.

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