Reliance Retail has acquired Furrl, an AI-powered fashion discovery platform focused on Indian direct-to-consumer (D2C) brands, in a move aimed at strengthening its artificial intelligence capabilities across fashion commerce. As part of the acquisition, Furrl’s proprietary AI styling engine, commerce app and entire team will be integrated into Reliance Retail’s ecosystem. The financial details of the transaction have not been disclosed.
Founded by Esha Tiwary, Bengaluru-based Furrl built a fashion discovery platform that helps consumers find personalised outfits using artificial intelligence. Rather than recommending individual products, the startup’s AI styling engine transforms catalogue images into complete, shoppable looks tailored to users’ preferences, making fashion discovery more intuitive. The platform currently works with more than 200 brands and indexes over 50,000 products.
Following the acquisition, Furrl’s technology will be deployed across Reliance Retail’s digital and omnichannel platforms to enhance AI-powered product discovery and personalisation for a much larger customer base. The company said the acquisition aligns with its broader strategy of embedding AI across its retail businesses to deliver smarter and more contextual shopping experiences.
As part of the deal, Furrl founder and CEO Esha Tiwary will join Reliance Retail to lead new artificial intelligence initiatives. Speaking about the acquisition, Tiwary said the startup initially set out to solve the challenge of discovering unique Indian D2C fashion before evolving into an AI-led fashion technology company. She added that discussions with Reliance Retail leadership reinforced the belief that the platform’s technology could create a significantly larger impact at scale.
The acquisition reflects Reliance Retail’s continued push to strengthen its technology capabilities as AI increasingly reshapes online commerce. Personalised product recommendations, visual styling tools and AI-assisted discovery have become key areas of investment for retailers seeking to improve customer engagement and conversions. By bringing Furrl’s technology in-house, Reliance Retail aims to make fashion shopping more personalised while expanding the reach of independent fashion brands through AI-driven discovery.
Founded in 2022, Furrl gained recognition for combining artificial intelligence with fashion commerce to help consumers discover products beyond keyword-based searches. The startup’s acquisition also marks another example of Reliance Retail expanding its capabilities through strategic technology acquisitions as it continues investing in digital commerce and AI-led innovation.
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FAQs
- What has Reliance Retail acquired?
Reliance Retail has acquired Furrl, an AI-powered fashion discovery platform, including its AI styling engine, commerce app and team. - What does Furrl do?
Furrl uses AI to recommend complete outfits and personalised fashion choices based on users’ preferences instead of simply suggesting individual products. - Who founded Furrl?
Furrl was founded by Esha Tiwary, who will join Reliance Retail to lead new AI initiatives following the acquisition. - Why did Reliance Retail acquire Furrl?
The acquisition is intended to strengthen Reliance Retail’s AI-powered fashion discovery and personalisation capabilities across its digital and omnichannel platforms. - Was the deal value disclosed?
No. Reliance Retail and Furrl have not disclosed the financial terms of the acquisition.
