Amazon has fended off competition to sponsor the 25th edition of India Fashion Week in a bid to expand its remit in the country.

The Fashion Design Council of India (FDCI) made an announcement saying the first Amazon India Fashion Week (AIFW) will be held from March 25 to 29 at Pragati Maidan, New Delhi.

“With, we have an association which is committed towards building a robust alliance, a solid workable business module, one that is aligned with FDCI’s long-term vision: amplifying the business of fashion,” FDCI president Sunil Sethi said.

“We look forward to an effectual and constructive partnership for years to come with”

The etailer has replaced Wils Lifestyle as the lead sponsor of the bi-annual event and according to the Economic Times beat off rivals including and Myntra to pay Rs 100 crore (£1m) for the privilege.

 Vikas Purohit, head of fashion at Amazon India, said the company’s fashion portfolio plays a key role in its vision to be the most customer-centric company in India.

“We work hard to meet the varying tastes and style preferences of all our customers by providing a broad selection of designers and brands so that customers can easily and instantly find and buy exactly what they are looking for.”

“Likewise, we believe we have the opportunity to partner with designers and brands to leverage the power of technology and provide unique experiences for their new-generation customers across India and globally. Already Amazon Fashion is among the top three categories on We are very excited with our association with FDCI and are gearing up for the upcoming Amazon India Fashion Week.”