Madura etail platform to rope in outlets for smoother returns

Written by Sayan Chakraborty | Bangalore | Updated: Aug 14 2014, 05:38am hrs, the e-commerce platform of Aditya Birla Nuvo-owned Madura Fashion and Lifestyle, is planning to leverage Madura's network of 1,370 branded outlets to strengthen its supply chain and logistics network. The online store will roll out a pilot on reverse logistics handling of returned goods in the next two to three weeks in Mumbai and Delhi, wherein employees from brand stores will be deployed to pick up the returns, a duty otherwise executed by logistics partners.

"This will expedite the refund process that may otherwise take about a week. Since the return process becomes cumbersome for customers, intends to introduce reverse pick-up service by leveraging existing offline store and supply chain infrastructure of Madura Fashion and Lifestyle, Shivanandan Pare, head of e-commerce, Madura Fashion and Lifestyle, told FE.

Madura Fashion and Lifestyle at present owns and retails apparel brands like Louise Philippe, Allen Solly, Ven Heusen, Peter England and People, which together account for 48% of the branded men's apparel segment. In the quarter ended June, Madura posted revenues of Rs 787 crore, accounting for half of the Rs 1,528 crore revenue generated by Aditya Birla Nuvo's fashion and lifestyle business.

A store pickup and drop model is in the pipeline, which will considerably shrink delivery time for orders placed on Under this initiative, expected to roll out in the next six-nine months, orders will be dispatched directly from a store nearest to the point of delivery. This is still at the board room stage, but the thought is clear. It will require us to sync our site order management system with the retail technology, which will be done by an in-house technology team, said Pare. has already rolled out an initiative wherein a pair of trousers bought on its portal can be altered at any of Madura's branded stores, irrespective of the brand.