Reliance Retail has acquired Furrl, the AI-powered fashion discovery platform focused on Indian direct-to-consumer (D2C) brands, with the startup’s entire team joining the retail major as part of the transaction.
Founded four years ago, Furrl built a marketplace for independent fashion brands while developing AI-powered shopping tools aimed at improving fashion discovery. Among its key technologies is an AI styling engine that transforms catalogue images into complete, personalised and shoppable looks based on individual user preferences.
Following the acquisition, Furrl’s technology will be integrated into Reliance Retail’s ecosystem to serve a significantly larger consumer base. The startup’s team will work on scaling its AI capabilities while contributing to Reliance Retail’s broader commerce and artificial intelligence initiatives.
Esha Tiwary, founder of Furrl, said, “The company began by solving the challenge of discovering unique Indian D2C fashion but gradually shifted its focus towards AI-led fashion discovery.”
She added that discussions with Jeyandran Venugopal, CEO, Reliance Retail, reinforced the company’s belief that its technology could create greater impact at scale.
Tiwary has also taken on a new role at Reliance Retail, where she will lead high-impact AI initiatives focused on enhancing consumer experiences across the company’s commerce platforms. No financial details of the acquisition were disclosed.
