Amazon continues its mission to become a respected fashion force as it partners up with another major fashion event: India Couture Week. 

The eCommerce giant has signed on as title sponsor for the Indian fashion showcase which will run for five days from July 29 and is now in its sixth season.

"We want to work across the fashion spectrum," Vikram Raizada, director of category management at Amazon India, told WWD, adding that Amazon would also extend its association with the Fashion Design Council of India (FDCI) with the sponsorship.

"The association will also help extend the fashion segment further across the 19,000 pin [zip] codes that Amazon reaches across the country," Raizada said.