AJIO, the prominent fashion e-commerce platform in India, has introduced AJIOGRAM, an interactive online retail space emphasizing direct-to-consumer (D2C) strategies. With this launch, AJIO aims to bolster Indian fashion startups that disrupt norms with their innovative offerings and forward-thinking methods.
Accessible via the AJIO app, AJIOGRAM is striving to partner with 200 unique indigenous D2C brands within the coming year. This initiative will provide customers with a broad spectrum of choices, encompassing streetwear, fast fashion, artisanal craftsmanship, minimalistic aesthetics, understated luxury, and eco-conscious, sustainable fashion.
Vineeth Nair, CEO of AJIO, expressed, “The emerging generation of shoppers looks for more than just a product; they seek a brand with a vision and a purpose. In recent years, the Indian D2C revolution has given rise to numerous brands that excel in innovative and conscientious fashion. AJIOGRAM will unite these brands under one roof, facilitating their expansion and growth while capitalizing on AJIO’s seamless shopping experience. With this initiative, we aim to empower the next 100 fashion startups emerging from India.”
AJIOGRAM serves a clientele that craves fashion aligned with their individuality and passions. They are drawn to niche brands that prioritize a sense of purpose and curate limited-edition items. These discerning customers delve deep into the brands they support, embracing the brand’s values, narrative, community engagement, and societal contributions. AJIOGRAM was conceived with this foundational insight, aiming to furnish customers with a shopping experience enriched by compelling content.
Pallavi Desai, Co-Founder of Creatures of Habit, shared, “As a content-focused startup, we hadn’t listed our products on a marketplace until now due to the lack of space to convey our story. We chose to partner with AJIO because they provide brands with a platform to engage with customers through the content they create, thereby contextualizing their products and making it easier to connect and communicate with customers.”
AJIOGRAM presents an exclusive collection of premier brands, featuring names like Urban Monkey, Supervek, Quirksmith, KRÁ Life, Creatures of Habit, Cecil, Truser, Fancypants, MIDNIGHT ANGELS BY PC, Monks of Method, Crafts and Glory, and many more.
Nikunj Lotia, popularly known as BeYouNick, YouTuber and Founder of KRÁ Life , “I am thrilled to launch my brand, KRÁ, on AJIOGRAM. As an artist and founder of a homegrown streetwear brand, I’m impressed by how the platform has thoughtfully curated a showcase of remarkable brands, providing a space for emerging fashion entrepreneurs to directly connect with customers. The user experience on AJIOGRAM epitomizes the content-consumption ecosystem I am a part of, and I am confident that customers will embrace this fresh format for discovering new products.”
