Type of business Privately held company Industry E-Commerce Website www.ajio.com Motto Doubt is Out | Area served India Slogan(s) Doubt is Out Founded 2016 Headquarters Bengaluru | |
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AJIO (pronounced aajio) is an Indian e-commerce company in the fashion space, headquartered in Bangalore, Karnataka, India. AJIO was launched in 2016 by Reliance Retail, a subsidiary of Reliance Industries Ltd. led by Chairman Mukesh Ambani.
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History
AJIO was launched on 1 April 2016, with its headquarters in Bangalore, Karnataka, India. AJIO is among Reliance Industry’s early forays into e-commerce. AJIO was internally launched among Reliance employees in December 2015. The global launch happened at Lakme Fashion Week in April 2016.
Business model
AJIO carries a wide portfolio of owned, branded and handpicked collections from India and around the world. AJIO Own is AJIO’s trendy in-house label, which boasts of a huge collection of clothing, footwear, and accessories, including a special line of maternity wear, a tweens collection, and an active wear range.
The company also has an exclusive Indie collection, presenting authentic creations by artisans and boutiques from all corners of the country, and across the world.
Brand philosophy
AJIO’s brand philosophy, as was unveiled at Lakme Fashion Week (LFW) Summer/Resort 2016, is “Doubt is out”. The brand believes that conquering doubt is the most powerful way to live life to its fullest, in everything we do. This philosophy of fearless fashion has trickled down into AJIO’s Social Media campaigns in a big way, with #DoubtIsOut becoming a popular hashtag.
Translating this campaign into a fashion show at LFW, models walked the ramp dressed in merchandise from the website. The show was divided into five segments, including “age no bar”, “identity no bar”, “gender no bar”, “size no bar”, and “mindspace no bar”. AJIO reiterated the brand philosophy of ‘Doubt is Out’ through its unique showstoppers, like transgender activist, Laxmi Narayan Tripathi, Suman Sharma, the first woman to fly a fighter plane, Bharti Singh, the uninhibited TV actor and comedian, and Sunny Leone who has defied social stigma.