Reliance Retail Ltd. has acquired Bengaluru-based fashion discovery platform Furrl in an all-cash deal for an undisclosed amount, integrating the startup’s proprietary AI-powered styling and discovery technology into its retail ecosystem.
The acquisition marks another step in Reliance Retail’s strategy to strengthen its artificial intelligence (AI) capabilities and enhance personalised shopping experiences across its digital commerce platforms.
Founded in 2022 by Esha Tiwary, Furrl focuses on connecting consumers with Indian direct-to-consumer (D2C) fashion and lifestyle brands through an AI-driven discovery platform. The startup’s technology automatically transforms product catalogue images into personalised, shoppable looks, enabling consumers to discover brands and products tailored to their preferences.
As part of the transaction, Furrl’s entire team will join Reliance Retail Ventures Ltd. (RRVL). Tiwary will lead new AI initiatives at Reliance Retail, while the startup’s product team will work on scaling Furrl’s technology across the company’s broader commerce ecosystem. The AI engine and e-commerce application developed by Furrl will also be integrated into Reliance Retail’s digital commerce offerings.
“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,” said Jeyandran Venugopal, CEO and President, RRVL.
Commenting on the acquisition, Tiwary said Furrl initially set out to solve the challenge of helping consumers discover unique Indian D2C fashion brands before evolving into an AI-led fashion discovery platform. She added that discussions with Venugopal reinforced the company’s belief that its technology could create a much larger impact at scale through Reliance Retail’s ecosystem.
Prior to the acquisition, Furrl had raised over Rs 8 crore from investors including PeerCapital, Sadev Ventures and Bharat Founders Fund. The financial terms of the transaction were not disclosed.
The deal comes amid rapid adoption of AI across India’s e-commerce sector, where companies are increasingly deploying AI-powered tools to personalise shopping experiences. According to The Next Big Wave in Indian Ecommerce Report 2026, India’s e-commerce market, currently valued at US$165 billion, is projected to grow at a CAGR of 22 per cent to surpass US$450 billion over the next five years.
Major e-commerce players have also accelerated AI adoption. Myntra recently launched its conversational shopping assistant ‘Maya’ to improve product discovery, while Nykaa is developing a personalised virtual closet and AI-powered storefront called ‘Ask Nykaa’. Meanwhile, Flash, the AI commerce startup founded by former Flipkart executive Ranjith Boyanapalli, is building an AI-powered shopping assistant aimed at making product discovery and research more personalised.
