The AJIO case study: From marketplace to curated fashion platform

AJIO represents a strategic merger of old and new: leveraging the retail legacy and distribution strength of Reliance Retail, but reimagining it for online fashion consumption with a strong curated product strategy. Launched in 2016, it entered an evolving Indian e-commerce/fashion market, and carved a niche as a “style destination” — offering global brands, exclusive labels, indie and artisan fashion, and in-house labels.

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