AJIO, Reliance Retail’s digital fashion platform, has rapidly grown into a fashion e-commerce leader by introducing a diverse portfolio of private labels. These labels cater to a wide spectrum of fashion needs, blending trendiness with affordability.
In 2016, AJIO launched its flagship brand AJIO OWN, alongside Avaasa for ethnic wear and Fig for women’s western wear. The expansion continued in 2017 with Teamspirit for athletic wear and Rio for men’s contemporary fashion.
By 2018, AJIO introduced DNMX for trendy menswear, Netplay for comfortable activewear, and Graviti, a men’s footwear brand. In 2019, it entered new categories with Ruff, offering pet accessories, and Hushh, a women’s innerwear label.
In 2020, Jiya joined as an affordable women’s western wear brand, along with Fusion, which focused on men’s fusion wear. These labels underline AJIO’s intent to deliver style and value across India’s diverse consumer base.
The latest additions in 2020 were Jiya, a women’s western wear brand offering affordability and trendiness, and Fusion, targeting men’s fusion wear with stylish yet accessible clothing.
| Year | Label | Category |
|---|---|---|
| 2016 | AJIO OWN | Trendy clothing & accessories |
| 2016 | Avaasa | Women’s ethnic wear |
| 2016 | Fig | Women’s western wear |
| 2017 | Teamspirit | Athletic wear |
| 2017 | Rio | Men’s fashion |
| 2018 | DNMX | Men’s trendy fashion |
| 2018 | Netplay | Activewear |
| 2018 | Graviti | Men’s footwear |
| 2019 | Ruff | Pet accessories |
| 2019 | Hushh | Women’s innerwear |
| 2020 | Jiya | Women’s western wear |
| 2020 | Fusion | Men’s fusion wear |
AJIO’s strategic approach in launching diversified private labels highlights its commitment to delivering value-driven fashion solutions to a wide array of consumer needs.
