Reliance Retail Acquires Fashion Discovery Platform Furrl

Reliance Retail (RRVL) has acquired Bengaluru-based fashion discovery platform Furrl in an all-cash deal for an undisclosed sum, bringing the startup’s proprietary AI styling platform into its ecosystem. 

Under the terms of the agreement, Furrl’s entire team will join RRVL. Founder and CEO Esha Tiwary will lead new AI initiatives post the amalgamation, while the product team will focus on scaling Furrl’s technology across Reliance’s broader commerce operations.

“At Reliance Retail, we are embedding AI and advanced technologies across our consumer businesses, enabling more personalized and engaging shopping experiences for customers. The addition of Furrl’s specialised technology strengthens our portfolio of AI capabilities and supports our vision of making shopping more intuitive, inspiring and customer centric,” RRVL’s CEO and president Jeyandran Venugopal wrote in a letter to Tiwary that she posted on social media. 

Founded in 2022 by Tiwary, Furrl has built an AI-driven discovery platform designed for discovery of independent D2C apparel and lifestyle brands. The startup’s core tech includes an AI styling engine that automatically converts catalogue imagery into personalised, shoppable looks for online buyers. 

Its AI engine and ecommerce app will now be integrated into RRVL’s digital commerce offerings. 

Prior to the acquisition, Furrl had raised over ₹8 Cr from investors including PeerCapital, Sadev Ventures, and Bharat Founders Fund. 

The advent of AI is transforming every sector, and ecommerce is no exception. Companies are now deploying AI to personalise their offerings to each individual shopper. The stakes are higher given that India’s ecommerce market, currently valued at $165 Bn, is set to grow at a CAGR of 22% to cross the $450 Bn milestone over the next five years, as per Inc42’s report ‘D2C 3.0: The Next Big Wave in Indian Ecommerce Report 2026’. 

Myntra has rolled out a shopping assistant ‘Maya’ to make discovery conversational, while Nykaa is building a personalised virtual closet and storefront ‘Ask Nykaa’. 

Meanwhile, former Flipkart executive Ranjith Boyanapalli’s startup Flash aims to personalise product discovery and research with its AI-powered shopping assistant. 

The post Reliance Retail Acquires Fashion Discovery Platform Furrl appeared first on Inc42 Media.