AJIO Launches AJIOGRAM To Empower D2C Fashion Startups

Reliance's Ajio To Add H&M Products, An End To H&M-Myntra Exclusive Deal

SUMMARY

AJIOGRAM will be available within the main AJIO app, and the users can access it by switching to it from within the parent app

AJIO will also assist and offer dedicated support to the D2C brands onboarded to AJIOGRAM to scale and achieve their strategic revenue growth

AJIO's move comes as ecommerce players in India have shifted to include more content-led experiences on their platforms

Reliance-owned ecommerce platform AJIO has launched a content-driven interactive ecommerce platform, AJIOGRAM. The ecommerce major will onboard 200 D2C fashion startups from India on its newly launched platform.

AJIOGRAM is available within the main AJIO app, and users can access it by switching to it from within the parent app. It would be an immersive experience for customers, with recommendations from influencers and celebrities, the company said in a release.

AJIO will also assist and offer dedicated support to the D2C brands onboarded to AJIOGRAM to scale and achieve their strategic revenue growth. The Reliance-owned company will provide a brand-centric approach wherein brands get higher visibility with an immersive discovery experience to showcase their styles on a customisable brand store within the platform.

Further, the ecommerce major will also help D2C startups with long-term brand-building support, seamless integration with AJIO’s influencer ecosystem, and access to Reliance-owned media properties and offline events.

Commenting on the launch, Vineeth Nair, CEO of AJIO, said, “The emerging new generation of shoppers seeks more than just a product from the brand; they seek a vision and a purpose. 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.”

AJIOGRAM claims to have onboarded brands such as Urban Monkey, Supervek, Quirksmith, KRÁ Life, Creatures of Habit, Cecil, Truser, Fancypants, MIDNIGHT ANGELS BY PC, Monks of Method and Crafts and Glory, among others.

AJIO’s move comes as ecommerce players in India have shifted to include more content-led experiences on their platforms. For instance, Myntra recently launched FWD, a separate platform within the larger app to showcase more everyday, affordable and modern lifestyle brands focussed on GenZ.

The Flipkart-owned brand also launched Myntra Minis, a short video platform to enhance user engagement and further improve the shopping experience for its customers.