Reliance Retail Acquires AI Fashion Platform Furrl
Reliance Retail has acquired fashion discovery platform Furrl, integrating its AI styling technology. The deal aims to enhance RRVL's personalized shopping experiences across its digital commerce operations.
Reliance Retail (RRVL) has acquired Bengaluru-based fashion discovery platform Furrl in an all-cash deal, bringing the startup’s AI styling platform into its ecosystem. The acquisition is set to enhance RRVL's capabilities in personalized online shopping.
Under the terms of the agreement, Furrl’s entire team, including founder and CEO Esha Tiwary, will join RRVL. Tiwary will lead new AI initiatives post-acquisition, while the product team will focus on scaling Furrl’s technology across Reliance’s broader commerce operations.
"Reliance Retail is embedding AI and advanced technologies across its consumer businesses, enabling more personalized and engaging shopping experiences," stated RRVL’s CEO Jeyandran Venugopal. He emphasized that Furrl’s specialized technology strengthens their AI capabilities and supports the vision of making shopping more intuitive.
Founded in 2022, Furrl has developed an AI-driven platform for discovering independent D2C apparel and lifestyle brands. Its core technology includes an AI styling engine that converts catalog imagery into personalized, shoppable looks for online buyers.
The move comes as India's e-commerce market continues to expand rapidly, with competitors like Myntra and Nykaa also investing in AI-driven personalization to improve customer discovery and engagement.