Reliance Retail Acquires Fashion Discovery Platform Furrl

Reliance Retail Ventures Ltd (RRVL) has acquired Furrl, a Bengaluru-based fashion discovery platform, to strengthen its AI-driven fashion discovery and personalised shopping capabilities. As part of the acquisition, Reliance Retail will integrate Furrl’s team, proprietary AI styling platform and commerce app into its retail ecosystem. 

Founded in 2022 by Esha Tiwary, Furrl uses AI to recommend fashion products based on a user’s style preferences instead of traditional keyword-based searches. The platform offers products from more than 200 fashion and lifestyle brands and enables customers to discover complete outfit recommendations from a catalogue of over 50,000 products. 

Following the acquisition, Esha Tiwary will join Reliance Retail to lead new AI initiatives focused on fashion discovery and personalised shopping experiences. The existing Furrl team will also become part of Reliance Retail. 

The acquisition is expected to strengthen Reliance Retail’s AI capabilities across its fashion businesses by integrating Furrl’s technology into its digital platforms. The company plans to use the AI styling engine to improve personalised recommendations and product discovery for customers. 

“We started Furrl with the belief that shopping should feel personal, inspiring and effortless. Joining Reliance Retail gives us the opportunity to bring that vision to millions of customers by combining our AI technology with one of India’s largest retail ecosystems,” said Esha Tiwary, Founder and CEO, Furrl. 

Reliance Retail has not disclosed the financial details of the acquisition. The deal adds AI-powered fashion discovery technology to the company’s portfolio as retailers increasingly invest in artificial intelligence to improve customer experience and product recommendations.