Indian retail giant Future Group has formed an alliance with global online behemoth Amazon India in a bid to extend the reach of its apparel line in the country.

The partnership will initially focus on the Future's Group fashion brands and will subsequently cover all other categories. Through the deal, its current portfolio of around 40 brands and 10,000-plus styles will be retailed exclusively online through the platform.

Once launched, customers to will have access to brands including Lee Cooper, Converse, Indigo Nation, Scullers and Jealous21.

The agreement, both companies have said, will leverage the strong product knowledge, extensive brand portfolio and sourcing base of Future Group, and the e-commerce platform, customer base and reach of

"The bottom line in each of our retail success stories is 'know your customer'," said Future Group CEO Kishore Biyani. "Partnership with Amazon, which obsesses to be earth's most customer centric company, will enable us to leverage their strengths, investments and innovations in technology to reach out to wider set of consumers across India."

Amit Agarwal, vice president and country manager of Amazon India, added that the move will leverage eachother's strengths.

"The product portfolio of Future Group, their innate understanding of the Indian consumer mind set and our ability to serve and deliver a convenient, easy, trusted and reliable delivery experience to a nationwide set of customers is a win win for all." will also partner Future Group brands in promoting the existing and new brands in markets, explore co-branding opportunities and accelerate new product development in categories which are currently not served by retailers. The companies will also explore synergies in areas such as distribution network, customer acquisition and cross promotions.