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Reliance Retail’s Ajio Launches Ajiogram to Fuel D2C Fashion and Lifestyle Brands in India

Published: December 21, 2023
Author: Fashion Value Chain

The launch of Ajiogram by Ajio, a direct-to-consumer (D2C) e-commerce platform, represents a strategic move to capitalize on the growing trend of D2C brands in the Indian market. As younger shoppers increasingly turn to emerging brands online, this platform aims to provide a curated space where these brands can reach a broader audience. By featuring a diverse range of D2C fashion and lifestyle brands, Ajiogram offers consumers access to innovative and mindful fashion options.

The D2C revolution in India has led to the emergence of numerous brands that focus on unique and purpose-driven offerings. Ajiogram’s goal is to unite these brands and help them scale their operations. By leveraging Ajio’s existing seamless shopping experience, Ajiogram can provide these D2C brands with a larger platform and greater visibility.

What sets Ajiogram apart is its commitment to empowering the next generation of fashion startups in India. By offering long-term support and marketing initiatives, Ajio aims to assist these brands in growing and establishing their presence in the market. Additionally, Ajiogram allows shoppers to explore new-age brands, discover trending fashion sub-cultures, and access exclusive merchandise all within the Ajio app.

The D2C fashion and lifestyle brands segment is on the cusp of significant growth, with projections suggesting it could become a $48 billion market by 2025. This presents a substantial opportunity for both established corporate players like Reliance Retail and newer entrants, including the Aditya Birla Group’s TMRW initiative. As more consumers seek unique and innovative brands, the competition in the D2C space is expected to intensify, with both incumbents and emerging brands vying for market share.

Ajiogram’s launch signals a strategic move by Reliance Retail to remain at the forefront of the evolving retail landscape in India. With a strong focus on empowering D2C brands and providing a curated shopping experience, this platform reflects the changing preferences of consumers and the growing importance of emerging brands in the fashion and lifestyle space.

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