Women’s ultra-fast Gen Z fashion brand Foundry launches exclusively on AJIO

• The brand from Cover Story Clothing will start with 1,500 styles and take it to 6,000+ styles by next year

• Around 50 new styles will be added every day

• Popular categories from Foundry include top wear, bottom wear, dresses, jumpsuits, co-ord sets, outer wear and accessories such as bags, jewellery, caps and scarves 

Bengaluru, October 19, 2023: Women’s ultra-fast Gen Z fashion brand, Foundry from Cover Story Clothing Limited (CSCL) has launched and is now live exclusively on AJIO. A direct-to-consumer (D2C) fashion and accessories brand, Foundry offers fresh and affordable fashion. 

Foundry, which launched with 1,500 styles, plans to scale it up to 6,000+ styles by next year. In addition, 50 new styles will be launched daily, so customers can have access to the latest fashion trends at attractive and affordable price points. 

“Our focus on being first on trend allows us to remain at the forefront of the fashion landscape,” said Manjula Tiwari, MD & CEO, Cover Story Clothing Limited. “To satisfy the changing needs of our customers, we are dedicated to consistently extending the scope of our offerings. As India's most preferred shopping destination for Gen Z fashion shoppers, AJIO was our go-to launchpad for Foundry.”

With its distinctive, bold and stylish offerings, Foundry will be the go-to brand for young trendy shoppers across India. CSCL launched India’s first homegrown fast fashion brand, Cover Story back in 2016 and a lifestyle brand for modern Indian women, Ancestry in 2018. 

Commenting on the launch, Vineeth Nair, CEO, AJIO, said, “Over time, affordable fast fashion has been gaining momentum, especially among young shoppers with high style quotient. We’re excited to launch Foundry exclusively on AJIO and help bring to the customers affordable fashion that is trend-first and appeals to the young shoppers.”

Foundry’s impressive collection of fashion basics, including top wear, dresses, bottom wear, co-ord sets and outerwear are a must have for every fashion-forward shopper. To complete the look, the brand also delivers a wide selection of accessories including jewellery, caps and hats, bags, phone cases, hair accessories, scarves, and socks. With this diverse collection, Foundry empowers individuals to direct their unique and confident look for any occasion. 

Foundry joins AJIO’s strong portfolio of international and homegrown brands offering customers a vast variety of handpicked and curated fashion styles. Over the years, AJIO has become one of the most popular fashion destinations and has witnessed multi-fold growth in active customer base and traffic.

Click here to visit the Foundry brand store on AJIO.

About Foundry

Launched by Cover Story Clothing Ltd., Foundry is an ultra-fast fashion brand catering to Gen-Z women. Cover Story Clothing Ltd., a Reliance Retail Ventures Ltd. Co. is home to India’s first homegrown fast-fashion brand for women, Cover Story, launched in 2016; and Ancestry, a lifestyle brand that caters to the modern Indian woman, launched in 2018. With its young, bold, and inclusive vibe, the brand offers a range of trendy apparel and accessories. Foundry ensures Gen-Z women can stay on top of the latest trends with a vast array of affordable styles.

About AJIO

Progressive India’s fashion partner, AJIO is the trendiest fashion destination for styles that are handpicked and trending. An integral part of Reliance Retail, AJIO is a fashion-first marketplace offering over 1.6 million styles with a wide variety of exclusive international brands, owned labels and homegrown brands. With an unparalleled shopping experience, AJIO brings the best of convenience, variety and deals all year round for customers.