Aashni & Co boosts online shopping capability

By

Sandra Halliday

Published
Sep 20, 2022

London-based Indian fashion retailer Aashni & Co has boosted its online capabilities in a deal with N7, The Nitrogen Platform’s digital experience offer that includes AI-driven image optimisation.

It launched its aashniandco.com webstore originally in 2016 and ramped up its web offer following the enforced closure of physical spaces during the pandemic. 

But it said that its traffic has now exceeded the limit that its existing tech could cope with.

The company, which targets the South Asian diaspora, offers upscale apparel, accessories and jewellery. It has had a store in London’s Notting Hill for 10 years and stocks high-end labels including Anamika Khanna, Anushree Reddy, Gaurav Gupta, Manish Malhotra, Sabyasachi, Ridhi Mehra, Seema Gujral, Vvani by Vani Vats, and Varun Bahl.

India-based N7 said it has helped it accelerate page load time, improve SEO, enhance the user experience and reduce bandwidth costs. The technology automatically optimises images, improves speed, and reduces infrastructure cost.

Akash Rathi, Aashni’s Head of Operations said the company “evaluated quite a few” different tech offerings but selected N7 due to its one-stop-shop capabilities.