Tata Digital stitching ‘value fashion’ plan under its Cliq brand

Tata Digital, ecommerce arm of the Tata Group, is working on building a ‘value fashion’ proposition under its fashion and lifestyle marketplace Tata Cliq as it looks to challenge bigger rivals like Flipkart, Amazon India and Reliance Ajio, multiple people aware of the development said.

Cliq, which has a mass-affluent positioning, is in talks with several brands to enhance its value-for-money offerings, they said. Mass affluent would mean a set of consumers who are willing to spend higher amount of money on fashion and accessories.Cliq is unlikely to build a separate brand for value fashion but will partner with global as well as Indian brands to match the breadth of offerings from Walmart-owned Flipkart, Amazon and Reliance, they added.