Amazon secures CCI approval to acquire minority stake in Future Retail. Credit: Global Panorama.

India-based Future Group’s Future Consumer Ltd (FCL) and Amazon Retail India have entered a long-term distribution agreement.

Under the deal, FCL will sell its food, home care, personal care and beauty products online for Amazon’s customers. The agreement will see an online channel created for this purpose.

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Future Consumer Limited managing director Ashni Biyani was quoted by Livemint as saying: “The collaboration with Amazon will expand the reach of our brands to new sets of customers on Amazon India’s online marketplace.

“We will be working closely with Amazon to develop marketing and promotion initiatives and look forward to using Amazon’s technical expertise and resources to increase the reach of our brands. ”

Furthermore, Future Retail Ltd (FRL) and Amazon India have agreed to work more closely with each other.

Both companies will cross-leverage their respective networks to sell products from apparel to grocery and expand distribution.

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As agreed, Amazon India will use FRL’s warehouses as distribution centres and the former will serve as the authorised online sales channel for FRL.

Future Retail chairman Kishore Biyani said: “Amazon and Future Retail share common values of serving customers everywhere in the best possible manner.

“This arrangement will allow us to build upon each other’s strengths in the physical and digital space so that customers benefit from the best services, products, assortment and price.”

In November last year, Amazon gained approval from the antitrust body Competition Commission of India (CCI) to acquire a minority stake in Future Retail.

The CCI approved Amazon.com NV Investment Holdings to acquire nearly 49% of the voting and non-voting equity shares of Future Coupons Limited (FCL).