Reliance Retail has acquired Bengaluru-based fashion discovery platform Furrl in an all-cash deal for an undisclosed sum, the company confirmed. Founded in 2022 by Esha Tiwary, Furrl uses AI to create personalized styling recommendations for independent D2C apparel and lifestyle brands. The acquisition brings Furrl’s AI styling engine and team into Reliance Retail’s ecosystem, aiming to enhance its digital commerce offerings with advanced personalization.
Under the terms of the deal, Furrl’s entire team will join Reliance Retail, with founder and CEO Esha Tiwary leading new AI initiatives. The product team will focus on scaling Furrl’s technology across Reliance’s broader commerce operations. Reliance Retail CEO and president Jeyandran Venugopal highlighted the integration of AI and advanced technologies to create more engaging and customer-centric shopping experiences in a letter shared by Tiwary on social media.
Furrl’s AI-driven platform automatically converts catalogue images into personalized, shoppable looks, targeting the growing market for independent D2C brands. Prior to the acquisition, Furrl had raised over ₹8 crore from investors including PeerCapital, Sadev Ventures, and Bharat Founders Fund. The deal aligns with Reliance Retail’s strategy to embed AI across its consumer businesses, reflecting broader trends of AI adoption in Indian ecommerce and fashion tech sectors.
Furrl’s AI styling engine and ecommerce app will now be integrated into Reliance Retail’s digital commerce platforms. The acquisition was announced this week, marking a strategic step in Reliance Retail’s AI expansion efforts within its consumer business portfolio.