Submission declined on 22 April 2026 by Robert McClenon (talk). This draft's references do not show that the subject meets Wikipedia's criteria for inclusion for organizations and companies. The draft requires multiple published secondary sources that: provide significant coverage: discuss the subject in detail, excluding routine coverage like product launches, staff appointments, or financial reports and listings in databases or listicles; are reliable: from reputable outlets with editorial oversight; are independent: not connected to the subject, such as press releases, the subject's own website, or sponsored content. Please add references that meet all three of these criteria. If none exist, the subject is not yet suitable for Wikipedia. This draft reads like an advertisement. Wikipedia is an encyclopedia, not a platform for promotion or marketing. Drafts that are exclusively promotional may be deleted without notice. Wikipedia articles must be written neutrally in a formal, impersonal, and dispassionate way. They should not read like a blog post, advertisement, or fan page. Rewrite the draft to remove: promotional language: see Words to watch; personal commentary: opinions or direct addresses to the reader; informal language. Instead, only summarize in your own words a range of independent, reliable, published sources that discuss the subject. If you have a conflict of interest (e.g. you are the subject, an employee, or a relative) or are being paid to edit, you must disclose this to comply with Wikipedia's Terms of Use. If you would like to continue working on the submission, click on the "Edit" tab at the top of the window. If you have not resolved the issues listed above, your draft will be declined again and potentially deleted. If you need extra help, please ask us a question at the AfC Help Desk or get live help from experienced editors. Please do not remove reviewer comments or this notice until the submission is accepted. Where to get help If you need help editing or submitting your draft, please ask us a question at the AfC Help Desk or get live help from experienced editors. These venues are only for help with editing and the submission process, not to get reviews. If you need feedback on your draft, or if the review is taking a lot of time, you can try asking for help on the talk page of a relevant WikiProject. Some WikiProjects are more active than others so a speedy reply is not guaranteed. How to improve a draft Wikipedia:Contributing to Wikipedia – a basic overview on how to edit Wikipedia. Help:Wikitext – how to use the markup Help:Referencing for beginners – how to include references Wikipedia:Article development – how to develop your article Wikipedia:Writing better articles – how to improve your article Wikipedia:Verifiability – make sure your article includes reliable third-party sources You can also browse Wikipedia:Featured articles and Wikipedia:Good articles to find examples of Wikipedia's best writing on topics similar to your proposed article. Improving your odds of a speedy review To improve your odds of a faster review, tag your draft with relevant WikiProject tags using the button below. This will let reviewers know a new draft has been submitted in their area of interest. For instance, if you wrote about a female astronomer, you would want to add the Biography, Astronomy, and Women scientists tags. Add tags to your draft Editor resources Easy tools: Citation bot (help) | Advanced: Fix bare URLs Declined by Robert McClenon 46 days ago. Last edited by OpalYosutebito 26 days ago. Reviewer: Inform author. Resubmit Please note that if the issues are not fixed, the draft will be declined again.

• Comment: Note to AFC Reviewers: This draft is for a title that was previously an article, but was then cut down to a redirect. If this draft is accepted, the history should be preserved. Do not tag the redirect for G6.
  If you find that this draft should be accepted, and do not have the Page Mover privilege, please request assistance in moving the redirect to preserve the history.
  Reviewers should check the history and verify whether there was a consensus to cut the article down to a redirect, or whether the action was taken boldly without discussion. If there was a consensus for the cutdown, do not accept this draft without verifying that the draft improves the article or that consensus has changed. If in doubt, please discuss.
  This draft reads like an advertisement, but Wikipedia is not for advertising.
  An article about this company was cut down to a redirect in 2019, and the redirect has been locked as editable only by admins. This draft is not an improvement over the articles that have been cut down, and I am not about to request that the protection be downgraded to extended-confirmed, at least not unless I see a draft that reads like an encyclopedia article. Robert McClenon (talk) 04:59, 22 April 2026 (UTC)

AJIO, headquartered in Bengaluru, Karnataka, is an Indian fashion e-commerce retailer. Launched by Reliance Retail in 2016, it was part of the company's foray into the fashion and lifestyle e-commerce space.^[1]

Conceived under the leadership of Isha Ambani, AJIO was launched during the Lakme Fashion Week in 2016 as part of Reliance Retail's expansion into the e-commerce sector.^[1]

Leveraging Reliance's extensive retail network and resources, the platform quickly established itself as a key player in the online fashion industry.^[2] AJIO started as a women centric brand offering the largest collection of private labels for women online^[1] further expanding its categories to menswear in October 2016 and to kids wear in March 2017.

During the Lakme Fashion Week in 2016, the fashion e-tailer was unveiled through a spectacular campaign #DoubtisOut featuring Actor Sunny Leone, transgender activist, Laxmi Narayan Tripathi, comedian, Bharti Singh, yesteryear actor, Helen and Suman Sharma, the first woman to fly a MiG-35 fighter plane as the showstoppers,^[1] emphasizing self - expression and individuality through fashion.

Although AJIO started off with just women-centric fashion, the platform quickly went on to expand to menswear in the same year and kids wear in the next year.

In FY2018, AJIO initiated its omni-channel strategy to advance growth and significantly enhanced its customer experience by introducing doorstep refunds and exchanges to ease the after-sales customer journey.

To enhance the customer shopping experience, AJlO 2.0 - an upgraded version of the platform with improved user interface features and personalized recommendations, was introduced in FY2019. The year also saw the brand scale its catalog to over 1.5 lakh product offerings.

In FY2020, AJIO strengthened its marketing strategy by initiating celebrity-based marketing endorsements. Bollywood stars like Shraddha Kapoor (who is also the brand ambassador of AJIO), Badshah, Guru Randhawa, Sonam Kapoor, Jim Sarbh, Aditi Rao Hydari and Rana Dagsubati have all featured in various campaigns of the brand ever since.

Tapping into the changing behavior of luxury consumers in India (and taking advantage of the lack of access to physical stores), AJIO made a strategic entry into the luxury segment in 2020 with the launch of AJIO Luxe.^[3]

In 2021, within a span of 2 years, AJIO witnessed a drastic expansion of the brand's product catalog to over six lakh offerings. This came in with the brand further expanding its categories to jewelry, watches, and home & decor.

AJIO launched its first ever regional campaign for Onam 2022. A promotional song, 'Keralam Maariyo' co-produced by the brand and the rock band Thaikudam Bridge and starring actor Kalyani Priyadarshan, was released to underline AJIO's belief in challenging the status quo.^[4]

In November 2023, AJIOGRAM - a D2C-focused content driven e-commerce platform catering to the next generation of shoppers, was launched. This storefront offers the latest fashion trends through a curated style feed. The move aligns with the company's plan to tap into the growing ecosystem of D2C brands in India and with its broader digital engagement strategy. AJIOGRAM aims at empowering fashion startups that are pushing the boundaries of innovative and mindful fashion by offering them a platform to reach a larger audience and long-term brand building support through marketing initiatives and integration with AJIO's influencer ecosystem.^[5][6]

The editorial feature on the app, providing customers with information on the latest fashion trends from across the globe, styling tips and product recommendations was also rebranded and launched as TRNDin during 2023.

In 2024, AJIO partnered with Netflix to launch the "Heeramandi" collection, a capsule collection that was exclusively available on AJIO platforms, inspired by Sanjay Leela Bhansali's period drama.^[7][8]

Since its launch, AJIO has focused on offering its customer the best of global fashion at the most competitive prices on its range of exclusive, premium, and owned labels.

AJIO exclusively offers a range of global brands such as Superdry, Diesel, Armani Exchange, GAP, etc., to the fashion forward Indian consumers.

The brand also caters to its ethnic loving fashion forward consumers and promotes artisanal craftsmanship through its plethora of brands such as House of Ethnics, I.N.D.I.E. Picks, Ri-Wah, Kalanikethan, etc.

AJIO's "Big Bold Sale," a bi-annual flagship event, offers substantial discounts and exclusive deals across its selection of premium, international and homegrown brands, attracting a large number of online shoppers. The sale is a significant part of AJIO's marketing strategy, helping to boost sales and engage customers with attractive offers on a variety of fashion and lifestyle products.^[9][10]

AJIO's "All Stars Sale" is a prominent promotional event that features significant discounts on a wide range of fashion and lifestyle products. The sale is strategically timed to coincide with festive seasons, drawing in a large number of shoppers and boosting the platform's sales figures.^[11][12]

Apart from these two major campaigns, AJIO launches the Fashionation, Red Hot, and AJIOMANIA sale events throughout the year.

AJIO has been involved in sponsoring major events, particularly in the fashion and entertainment sectors - AJIO Grazia Young Fashion Awards^[13], Pinkvilla Style Icons^[14], ELLE Graduates 2023^[15], AJIO X VH1 Supersonic^[16], and Backstreet Boys DNA Tour^[17] to name a few. These sponsorships and collaborations align with visibility and reputation as a fashion forward brand.

Since its inception, AJIO has achieved several significant milestones, including reaching a substantial customer base and expanding its product catalogue. In 2023, It also became Reliance Retail's first online venture to turn profitable.^[18][19][20] The platform has received numerous accolades, such as the "Best E-commerce Website" at the IAMAI India Digital Awards, IReC Fashion Retailer of the Year 2023^[21], and IReC eRetailer of the Year 2024.^[22]

1. Agarwal, Sapna (2 April 2016). "Reliance Industries launches online fashion portal Ajio.com". livemint.com
2. Martins, Maverick (7 October 2016). "Reliance fashion portal in top 5 retail apps list in India, Amazon No. 1". in.fashionnetwork.com
3. Crossley, Isabelle (30 October 2023). "Reliance Brands brings 10 labels to India with Ajio Luxe".in.fashionnetwork.com
4. The New Indian Express (25 August 2022)."A new Onapattu to woo Kerala". Newindianexpress.com
5. ET Online (02 November 2023). "AJIO announces launch of AJIOGRAM, a D2C-focused content-driven interactive e-commerce platform". economictimes.indiatimes.com
6. Tandon, Suneera (2 November 2023). "Ajio launches D2C-focused e-commerce platform Ajiogram". Livemint.com
7. ET Online (24 April 2024). "Heeramadi’s dazzling costumes can now be yours! Fashion giant ‘AJIO launches ethnic collection inspired by Bhansali’s magnum opus".economictimes.indiatimes.com
8. Sharma, Anushka (24 April 2024)."AJIO unveils Netflix-inspired limited-edition ethnic collection". cnbctv18.com
9. Crossley, Isabelle (29 May 2023)."Ajio launches 'Big Bold Sale' and campaign with Shraddha Kapoor". In.fashionnetwork.com
10. CNBCTV18.com (19 June 2023). "AJIO Big Bold Sale sees 40 percent jump in sales this summer". cnbctv18.com
11. Business-standard.com (21 September 2023)."Fashion brand AJIO announces 'All Stars Sale', to start on September 22". Business-standard.com
12. The Times of India (5 March 2024). "AJIO All Stars Sale is here! Revamp your fashion statement with iconic international brands like GAP, Armani Exchange, Superdry, Tommy Hilfiger and more at unbelievable prices". timesofindia.indiatimes.com
13. TN Entertainment Desk (26 March 2024)."AJIO Grazia Young Fashion Awards 2024; Karan Johar, Shraddha Kapoor, Bobby Deol, Mrunal Thakur And Others Sashay Down The Pink Carpet In Style". timesnownews.com
14. Verma, Prerna (20 April 2023)."Pinkvilla Style Icons 2: Ananya Panday wins AJIO Life presents Most Glamorous Icon Award". Pinkvilla.com
15. Vaz, Shvamolika (14 December 2023)."ELLE Graduates 2023: Meet The Sponsors Of Fashion's Biggest Soiree". elle.in
16. AJIO Life (17 February 2023). "AJIO X Supersonic". Facebook.com
17. Enchanting Spectacle: "Ajio's Backstreet Boys Concert Styled by ExperientialEtc".experientialetc.com
18. Mukherjee, Writankar (22 December 2023). "Ajio set to become Reliance Retail's first profitable online venture". economictimes.indiatimes.com
19. TIMESOFINDIA.COM (23 December 2023)."Ajio is set to reach a milestone for Reliance Retail". timesofindia.indiatimes.com
20. Rao, Lingamgunta Nirmitha (22 December 2023)."Reliance Retail's Ajio is set to achieve this big milestone". hindustantimes.com
21. "IReC Awards 2023". irec.asia
22. "IReC Awards 2024". irec.asia