Abof is a D2C digital-first brand from the house of Aditya Birla Group. Its core philosophy is rooted in customer centricity. This is clearly reflected in its curated range of value-added fashion mercAbof is a D2C digital-first brand from the house of Aditya Birla Group. Its core philosophy is roote d in customer centricity. This is clearly reflected in its curated range of value-added fashion merchandise and differentiated shopping experience. The range drives inspiration from streetwear trends influenced by Graffiti, colour blocking, and geometric prints. The aim of the brand is to make trendy fashion more accessible. handise and differentiated shopping experience. The range drives inspiration from streetwear trends influenced by Graffiti, colour blocking, and geometric prints. The aim of the brand is to make trendy fashion more accessible. ... more