Australian fashion retailer Cotton On has launched online in India through an exclusive partnership with AVS Global Network, with its products available through the marketplaces Myntra and Jabong.

Cotton On Group confirmed to Inside Retail that it currently has no plans for flagship stores in the region.

According to Indian business publication Mint the partnership is the first step in a larger push into the region, with its own online store over the next few years.

AVS Global Network co-founder Sumanto Das told Mint that there had already been significant American and European brands entering the market, and that Cotton On is well placed to take advantage of emerging trends in India.

“Sportswear and streetwear used to be a very small in India but are now slowly picking up,” Das said.

“Many consumers are becoming conscious of the importance of health and fitness, and it’s making them savvy about brands which meet their lifestyle expectation.”

Cotton On is but the latest in a string of retailers expanding into India after substantial changes to the way the country accepts international retailers.

Potentially the largest international launch in the region last year was Ikea’s Hyberbad location, which saw on average 20,000 consumers exploring the furniture store during its launch phase.

“We believe that it has the potential to grow into one of our biggest markets,” Ikea India’s chief executive Peter Betzel told Inside Retail.

“We have big dreams for this market and hope to touch 200 million people in 49 Indian cities in the coming years with a multi-channel approach.”

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