RIL-owned Ajio introduces D2C e-commerce platform Ajiogram, aims to empower 100 fashion startups in India

The fashion e-tailer said Ajiogram was introduced based on this fundamental understanding to provide customers an exceptional shopping journey driven by content.

Ajio, Reliance Industries-owned fashion e-commerce platform, launched on November 2 a D2C-focused content-driven interactive e-commerce platform, Ajiogram.

The e-tailer with this launch hopes to help pioneering Indian fashion entrepreneurs who break conventions with their creative products and vision.

AJIOGRAM, which can be accessed by switching stores within the AJIO app, aims to onboard 200 exclusive homegrown D2C brands by next year to offer customers a wide range of options from streetwear to fast, artisanal, minimalistic, quiet luxury, slow and sustainable fashion, the e-tailer said in a statement.

Commenting on the launch, Vineeth Nair, CEO, AJIO, said, the evolving new wave of consumers desires more than a mere product from a brand, but seek a brand with a vision and a purpose.

Vineeth Nair added that over recent years the Indian D2C movement has given rise to several brands excelling in inventive and mindful fashion

Vineeth Nair, said, “Over the past few years, the Indian D2C revolution has produced numerous brands that have aced innovative and mindful fashion. AJIOGRAM will bring these brands under one umbrella, helping them scale and accelerate their growth while leveraging AJIO’s seamless shopping experience. With this initiative, we aim to empower the next 100 fashion startups to emerge from India.”

Among the exclusive brands solely offered on AJIOGRAM are Urban Monkey, Supervek, Quirksmith, KRÁ Life, Creatures of Habit, Cecil, Truser, Fancypants, MIDNIGHT ANGELS BY PC, Monks of Method, Crafts and Glory, and various others.

Ajio, a Reliance Retail entity, highlighted in the press release that Ajiogram caters to customers who seek fashion that mirrors their personality and preferences, and customers who search for niche brands that are purpose-oriented and offer limited edition merchandise.

The fashion e-tailer said Ajiogram was introduced based on this fundamental understanding to provide customers an exceptional shopping journey driven by content.

Ajiogram, with a content-driven approach, offers customers an immersive journey guided by recommendations from leading influencers and celebrities nationwide. Additionally, it offers a convenient way to shop for homegrown D2C brands while still enjoying Ajio's reliable promise of easy returns and swift delivery.

Ajiogram presents an array of advantages for brands, with dedicated support to help D2C brands expand and achieve their strategic revenue growth. The platform's unique brand-centric approach provides enhanced visibility, allowing brands to showcase their diverse styles unlike traditional setups.

Moreover, the platform ensures long-term support for brand building through comprehensive marketing strategies, seamlessly integrating with Ajio's influencer network, Reliance-owned media channels, and offline events. Ajio also extends co-planning assistance, aiding brands in building margins.