Aditya Birla Fashion to expand digital presence with Accenture

Aditya Birla Fashion and Retail Limited (ABFRL) has roped in Accenture to expand its presence in the digital world. Under the participation, the Irish IT services and consulting firm will design, develop, and deploy an Enterprise Resource Planning (ERP) system for the Mumbai-based fashion retail entity.

Apart from this, ABFRL will also use Accenture myConcerto — an insight-driven platform — to define a transformation vision and build a value case that guides its manufacturing, delivery and change management operations, and underpins the company’s continuous innovation, as revealed by the company.

ABFRL’s chief digital and information officer Praveen Shrikhande believes that it is important to spot and react with speed to changes in consumer preferences to stay ahead in fast-changing fashion industry. Also, the consolidation and digitisation of the company’s Enterprise Resource Planning (ERP) system will help it to improve agility and responsiveness in the digital world.

Also read: Aditya Birla Fashion and Retail claims safe after breach, hackers point out site still vulnerable

“The new ERP system will support ABFRL which owns brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England across stores in India to efficiently manage multiple fulfilment channels and consolidate disparate technology systems,” the company said in a statement.

The ERP will be designed to enhance customer service by combining ABFRL’s manufacturing and retail functions into a digital core, the statement further read. 

Manish Gupta, lead for Accenture’s Products industry group in India, said, “The disruption of the past two years has made it clear that technology is paramount for businesses as we shape the future of retail.”