Case Study: abof (Aditya Birla Online Fashion) achieves 99.999% availability and ~1.5s page loads with Amazon Web Services

abof - Customer Case Study

abof (Aditya Birla Online Fashion) is Aditya Birla’s e‑commerce venture offering apparel, footwear, and accessories across 500 Indian cities via a mobile‑optimized site with features like a 3D trial room and style quiz. The company needed highly scalable, low‑maintenance infrastructure to handle rapid growth and frequent promotional traffic spikes; an initial cloud trial failed because the team had to manage networking, load balancing, and security manually.

Working with AWS partner Minjar, abof moved its IBM e‑commerce stack to AWS using multi‑AZ Amazon EC2, Amazon RDS, Amazon S3, CloudFront, Elastic Load Balancing, Auto Scaling, and Enterprise Support. The platform now delivers 99.999% availability and ~1.5s average page loads, automatically absorbs up to 5x traffic spikes, enabled rapid deployment cadence, achieved Rs 100 crore GMV within 90 days with >20% repeat orders, and reduced total infrastructure costs versus on‑premises.

Abof

Mahesh Tiyyagura

CTO