Reliance Retail Acquires Furrl to Boost AI-Driven Shopping
Reliance Retail Ltd. has acquired Bengaluru-based fashion discovery platform Furrl in an all-cash transaction for an undisclosed amount, strengthening its push into AI-powered and personalised shopping experiences.
Founded in 2022 by Esha Tiwary, Furrl uses artificial intelligence to help consumers discover Indian direct-to-consumer (D2C) fashion and lifestyle brands. Its technology converts product catalogue images into personalised, shoppable looks based on consumer preferences.
Following the acquisition, Furrl’s entire team will join Reliance Retail Ventures Ltd. Tiwary will lead new AI initiatives at Reliance Retail, while the startup’s product team will focus on scaling Furrl’s technology across the company’s digital commerce ecosystem.
Furrl’s AI engine and e-commerce application will also be integrated into Reliance Retail’s digital platforms, with the aim of making product discovery more intuitive and engaging for customers.
“Furrl’s specialised technology strengthens our portfolio of AI capabilities and supports our vision of making shopping more intuitive, inspiring and customer centric,” said Jeyandran Venugopal, CEO and President, RRVL.
Before the acquisition, Furrl had raised more than Rs 8 crore from investors including PeerCapital, Sadev Ventures and Bharat Founders Fund. The financial terms of the acquisition were not disclosed.
The deal comes as India’s e-commerce sector rapidly adopts AI tools for personalised recommendations, product discovery and customer engagement. Reliance Retail’s move further highlights the growing role of AI in shaping the future of digital commerce.