AJIO is Reliance’s natural digital fashion extension that launched at the Lakme Fashion Week in April 2016 at Mumbai. AJIO holds the distinction of being Reliance Retail’s first pan-Indian ecommerce venture. The differentiator of brand AJIO is that it’s the one stop shop for styles that are handpicked, bang on-trend, at prices that are easily the best you’ll find anywhere. Celebrating fearlessness and uniqueness, AJIO is constantly looking to bring a fresh, current and accessible perspective to personal style. At the heart of it all, AJIO’s core philosophy of #DoubtIsOut believes in inclusivity and acceptance as the natural way forward for individual expression of personal style. This philosophy is brought to life through key campaigns like #NotWhatIWear which took a bold stand on women’s rights in the 2017 Lakme Fashion week.
AJIO deals in categories of womenswear, menswear, kidswear and technology. With fashion technology in particular, AJIO forayed into a category that combined the convenience of technology with the aesthetics of contemporary fashion by featuring a carefully hand-picked selection of premium gadgets and tech accessories..