Reliance Retail’s online commerce platform, Ajio, has recently introduced Ajiogram, an e-commerce platform focused on direct-to-consumer (D2C) sales.
Ajiogram aims to offer more than 200 D2C fashion and lifestyle brands by the following year. Notable brands that will be featured 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 conveniently access Ajiogram by switching stores within the app. This strategic move by Reliance Retail is in line with their objective to tap into the growing market of D2C brands, as younger shoppers increasingly explore emerging brands through online platforms.
The upcoming generation of consumers is not only interested in purchasing products from brands, but also in finding a brand that aligns with their vision and purpose. In recent years, the Indian D2C revolution has given rise to numerous brands that have excelled in innovative and conscious fashion.
Ajiogram aims to bring these brands together, providing them with the opportunity to grow and expand while benefiting from Ajio’s seamless shopping experience. The goal of this initiative is to empower the next 100 fashion startups emerging from India, as stated by Vineeth Nair, CEO of Ajio. Ajio will assist D2C brands in scaling their businesses and offer ongoing support in brand development through marketing initiatives and integration with Ajio’s influencer ecosystem.
Ajiogram will enable shoppers to explore new-age brands, trending fashion sub-cultures, and exclusive merchandise on the Ajio app. It is projected that the D2C fashion and lifestyle brands will become a $48 billion market by 2025.
As a result, several major corporations are recognizing the potential of these brands, which could potentially impact the market share of existing players. The Aditya Birla Group has established an entity called TMRW to enter the D2C market, and has announced partnerships with eight digital-first lifestyle brands to create a “house of brands” business in the coming years.