Acquisition · Commerce & Consumer Brands

Reliance Retail acquires AI startup Furrl in all-cash deal

By Startup Enthusiast · 5 August 2026

What they do

Furrl builds an AI engine that turns product images into personalized shopping looks for independent brands

Reliance Retail bought the company for an undisclosed sum and integrated its team and tech

The acquisition scales Furrl's AI across Reliance's commerce operations, with rivals Myntra and Nykaa also using AI assistants

Reliance Retail acquired Furrl in an all-cash deal with an undisclosed sum.
The entire Furrl team joined Reliance Retail Ventures Limited (RRVL) after the acquisition.
Founder Esha Tiwary will lead new AI initiatives following the amalgamation of the companies.
Furrl’s technology is being scaled across Reliance’s broader commerce operations.
The AI engine and ecommerce app were integrated into RRVL’s digital commerce platform.
Prior to this, Furrl had raised over ₹8 Cr in funding from investors.
The acquisition aligns with India's growing ecommerce market, projected to reach $450 Bn.
Reliance aims to compete with rivals launching their own AI shopping assistants.

India's ecommerce market is currently valued at $165 Bn with a 22% CAGR.
Competitors like Myntra and Nykaa are building similar AI-driven discovery tools.
The deal signals a push by large retailers to adopt personalized AI experiences.

Furrl operates as an AI-driven discovery platform for independent D2C apparel brands.
It targets lifestyle brands looking to enhance their online customer engagement.
The core product uses an AI styling engine to process catalogue imagery.
This engine converts static images into personalized shoppable looks for users.
The technology helps brands offer more relevant and engaging shopping experiences.
Post-acquisition, the tech supports Reliance's wider digital commerce strategy.
The integration allows Reliance to leverage Furrl's specialized AI capabilities.
Furrl previously focused on scaling its tech for smaller independent brands.
The acquisition brings this niche expertise directly into a major retail ecosystem.