Reliance Retail’s Ajio Launches Ajiogram, Boosts D2C Brands
Ajio, Reliance Retail’s online commerce platform, has recently unveiled Ajiogram, a direct-to-consumer (D2C) focused e-commerce platform with the goal of featuring over 200 D2C fashion and lifestyle brands by next year. Some of the brands that will be available on Ajiogram include Urban Monkey, Supervek, Quirksmith, Kra Life, Creatures of Habit, Cecil, Truser, Fancypants, Midnight Angels by PC, Monks of Method, Crafts and Glory. Ajio users can access Ajiogram by switching between stores within the app. This strategic move aligns with the company’s aim to tap into the burgeoning ecosystem of D2C brands, as younger consumers increasingly explore emerging brands online.
Vineeth Nair, CEO of Ajio, said that the newer generation of shoppers are looking for more than just products from brands; they seek a vision and purpose. He highlighted the Indian D2C revolution, which has given rise to numerous innovative and conscious fashion brands. Ajiogram intends to bring these brands together under one platform, facilitating their growth and leveraging Ajio’s seamless shopping experience. The initiative’s overarching goal is to empower the next generation of fashion start-ups in India.
Ajio will provide support to D2C brands for scaling their business, along with long-term brand-building assistance through marketing initiatives and integration with Ajio’s influencer ecosystem. Ajiogram will enable shoppers to discover new-age brands, explore trending fashion sub-cultures and access exclusive merchandise via the Ajio app.