AJIO
Reliance Retail · India
AJIO is an Indian online fashion platform launched by Reliance Retail in 2016. It sells curated national and international brands alongside its own private labels and exclusive Indie ethnic fusion wear.
| Launched | 2016 |
|---|---|
| Owner | Reliance Retail |
| Core audience | 18 to 34 year olds |
| Exclusive range | Indie ethnic fusion wear |
| Website | ajio.com |
What is AJIO?
AJIO is the fashion e-commerce platform of Reliance Retail, the retail arm of Reliance Industries. It was unveiled in April 2016 at Lakmé Fashion Week with a collection preview and the campaign Doubt is Out.
Products and positioning
AJIO was conceived as a curated fashion destination rather than a general marketplace, with a core audience of 18 to 34 year olds. Its assortment combines:
- National and international fashion brands
- Indie, an exclusive range of ethnic fusion wear
- A large collection of private labels, with a particular focus on womenswear
The platform covers clothing, footwear and accessories for women and men, and has evolved over time from an initial curated store towards a wider fashion platform.
Distribution
AJIO operates as an online-only channel through its website and app, drawing on Reliance Retail's sourcing and logistics network.
Why it matters
AJIO is one of India's leading fashion e-commerce players and a key part of Reliance Retail's strategy to combine physical retail scale with a digital fashion destination, making it a central reference in the competition with other Indian fashion platforms.
Frequently asked questions
Who owns AJIO?
AJIO is owned by Reliance Retail, the retail arm of Reliance Industries.
When was AJIO launched?
AJIO was launched by Reliance Retail in April 2016.