Case Study Aditya Birla Fashion and Retail

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aditya birla

Aditya Birla Fashion and Retail Limited is a $ 2.63 Bn fashion giant who manufactures and distributes branded fashion apparel and accessories in India.

With multiple brands under its umbrella like Van Heusen, Allen Solly, Peter England, American Eagle, Forever 21, ABFRL is leading Fashion house in the country

Turnover: $ 1.2 Billion

Aditya Birla Fashion and Retail



ABFRL needed to decrease the go live time for new collections and minimize errors in styles that go live on Marketplace. There was an urgency to reconcile order level charges and payments and identify leakages in revenue and collections. ABFRL required a reliable partner to outsource customer service operations and clear pending backlogs.

Our Solution

  • Iksula came to the aid of ABFRL in reducing the go live time on all marketplaces by automating catalog data flow at marketplace level templates. This resulted in 50% reduction of go live time with an error rate of less than 1%.
  • We enabled order level reconciliation of status, payments and charges which helped ABFRL take account of each transaction. This resulted in identification and recovery of leakages of up-to 2% of the net revenue.
  • We deployed a dedicated team of experienced customer service associates which enabled closure of 6000+ backlog cases within 1 month and a drop in re-opened cases from 27% to less than 5% while maintaining a TAT of less than 24 Hours for first response.
Aditya Birla

Iksula Journey with ABFRL

Aditya Birla
3.1 Mn

Line items




Error rate


orders disputed with channels for leakages

Key Highlights and Values Delivered


Quality Score


Decrease in Aging cases


First Time Resolution Rate




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