Fashion Personalization Machines

Delivering (fashion) delight

Aditya Birla Group is looking for Fashion personalization machines that can be operated by staff and can handle minimum intervention alterations (cut and seam), print on demand, laser etching etc.

Application Deadline
March 31st, 2022
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Aditya Birla Fashion and Retail Limited, which is part of Aditya Birla Group of companies, is an Indian fashion retail company headquartered in Mumbai. ABFRL has a portfolio of 15+brands & has a network of 3031+ stores with a presence across approximately 25,000 multi-brand outlets with 6,500+ point of sales in department stores across India.


Any non-confidential summaries of novel ideas in these areas would be of potential interest.


  • Personalization is an emerging wave in the fashion world – being able to make an on demand modification to a garment adds tremendous value to consumer delight. 
  • On the other hand alterations are another mundane form of personalization : ~50-60% alterations in mens wear are for just length modifications |10-15% for waist / shorts. Stores need to have a tailor liasoning at every store to make this feasible.


  1. A personalization machine that can customize /personalize with least human intervention – enabling delivery of personalized product to consumers within 10-15 minutes
  2. These machines are imagined to be housed into every store (or in a store cluster) & operated by store staff 
  3. Operations to that can be bundled:
  • Minimum interference Alterations (ability to cut & seam the effects) 
  • Print on demand
  • Laser etching (accessories)
  • Instant Embroidery add on
  • Sew in patches
  • Any other forms of personalization that can be added on would enhance value proposition

Challenges to manage

  1. Integration of digitization in a manner that a store staff can manage it without much skill training
  2. Multiple solutions housed in a single machine
  3. Space efficiency to enable housing it inside a trial room / <500 sq ft store
  4. Commercials of the machine and per unit cost need to be low to generate high ROI and enable transformation.

What's in it for you?

A successful collaboration could mean, for individuals, becoming part of the wider ABG Ecosystem, while for organizations, forming a strategic partnership to co-develop and to join a network 3000+ Stores to scale up.

This is a global challenge and ABG will be willing to collaborate with both individuals/freelancers and other industry participants/universities etc. to co-customize and co-launch the idea. On successful POC, the idea could have the potential to scale within the groups network of 3000+ stores.