The most WOW and differentiated CX by helping consumers discover fashion through content, and delighting them is our aspiration: Prashant Gupta, CEO, abof

Its truly exciting to learn from a professional who has worked closely with Mr. Kumar Mangalam Birla. I am honoured to feature Mr.Prashant Gupta, President & CEO, abof – eCommerce venture of Aditya Birla Group.

What made you lead Aditya Birla’s eCommerce venture, and hows the journey so far?

I have often chosen new and unknown areas for my professional progression. I feel that keeps me juiced up and helps me grow/develop. Hence the choice to lead a completely greenfield new venture.

The journey has been exciting, exhilarating and fulfilling.

Prashant Gupta, abof
Prashant Gupta, President & CEO, abof, Aditya Birla Group

Fashion industry is composed of young and vibrant resources. What are your key learnings as you build with such young minds?

Young minds come in two variations I would say – one is the set of folks who have deep passion, commitment, enthusiasm, and fire in the belly, and the other is a set of folks who live life day-to-day and focus on short-term fun and excitement. Each needs to be handled differently. In both cases, empowering them to do (certain) things their own way is crucial.

Tell us about yourself and how was life when you were at IIM, Ahmedabad? How has India transformed over the years due to digital impact?

Life was challenging and fun at the same time. It was, obviously, hugely different from today on two counts – (a) access to internet/digital world was rather restricted because you had to go to a computer lab for doing your assignments (or going to a STD booth to call home), and (b) food options were practically non-existent on campus and you had to rely largely on the canteen food.

You mentioned in a post that Abof has high proportion of Women employees. Do you believe Indian Women professionals have equal opportunities if they have knowledge, skill and experience.

I don’t think we can generalize.

Equal opportunities are available in certain organizations based on the leaders and managers in the organization.

I can say with confidence that abof provides equal opportunity in a gender-neutral manner. McKinsey, my previous employer, was also a similar place.

Abof has been built very creatively in the way the brand is presented. The Homepage UX, the 3D Trial Room etc. What kind of customer experience do you wish to achieve?

The most WOW and differentiated CX is our aspiration. Help consumers discover fashion through content, and delight them right through to post-purchase/refund/return etc.

Your future plans

Keep building abof into the most admired fashion e-tailer in the country.


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