Mumbai: Reliance Industries-owned fashion e-commerce platform Ajio Thursday launched Ajiogram, a content-driven interactive e-commerce platform focused on Direct-to-Consumer (D2C) brands.

The platform aims to support innovative Indian fashion entrepreneurs who challenge traditional norms with their creative products and vision.

Ajiogram, accessible by switching stores within the AJIO app, plans to bring on board 200 exclusive homegrown D2C brands by the next year.

This will provide customers with a diverse selection ranging from streetwear to fast, artisanal, minimalistic, quiet luxury, slow, and sustainable fashion.

Vineeth Nair, CEO of AJIO, highlighted that today's consumers are looking for more than just a product; they want a brand with a clear vision and purpose.

He also noted that the Indian D2C movement has seen the emergence of numerous brands excelling in innovative and conscious fashion over recent years.

Vineeth Nair, said, “Over the past few years, the Indian D2C revolution has produced numerous brands that have aced innovative and mindful fashion. AJIOGRAM will bring these brands under one umbrella, helping them scale and accelerate their growth while leveraging AJIO’s seamless shopping experience. With this initiative, we aim to empower the next 100 fashion startups to emerge from India.”

Among the exclusive brands solely offered on AJIOGRAM are Urban Monkey, Supervek, Quirksmith, KRÁ Life, Creatures of Habit, Cecil, Truser, Fancypants, MIDNIGHT ANGELS BY PC, Monks of Method, Crafts and Glory, and various others.

Furthermore, it provides a convenient means to shop for local D2C labels, all while benefiting from Ajio's dependable commitment to hassle-free returns and prompt delivery.

Ajiogram offers a range of benefits for brands, including specialized assistance to help D2C brands grow and achieve their strategic revenue targets. The platform's distinctive focus on brands boosts their visibility, enabling them to display their diverse styles in a way that differs from traditional setups.

In addition, the platform ensures ongoing support for brand development through comprehensive marketing strategies, seamlessly integrating with Ajio's network of influencers, media channels owned by Reliance, and in-person events. Ajio also extends collaborative planning aid, assisting brands in maximizing their profits.