For a majority share in Bewakoof, Aditya Birla Fashion may offer Rs 100 crore.

Aditya Birla Fashion & Retail (ABFRL) is close to entering the direct-to-consumer (D2C) market when it completes the acquisition of a majority stake in the garment and accessory company Bewakoof for around 100 crores.

“A non-disclosure agreement has been signed by both parties, and due diligence has been completed. The Bewakoof team is also relocating to join Aditya Birla’s new business.