18 March 2026, Mumbai
In a strategic move to capitalize on India’s "premiumization" wave, Ajio has launched the exclusive ‘Dhurandhar x Ajio’ merchandise collection ahead of the March 19, 2026, release of Dhurandhar: The Revenge. By translating the high-octane aesthetic of the Jio Studios spy-thriller into wearable fashion, the platform is targeting a Gen Z demographic that increasingly views apparel as an extension of cultural identity. The collection features limited-edition Pathanis and graphic tees signed by lead actor Ranveer Singh, alongside a contemporary line inspired by Sara Arjun’s on-screen styling. This collaboration underscores a broader shift in the Indian retail landscape, where entertainment-led IP is being used to drive higher average bill values - a metric Ajio grew by 21 per cent in the recent quarter - by offering exclusive, collectible value that outperforms generic fast-fashion.
Scaling global portfolios and hyper-local logistics for luxury demand
The drive toward premiumization is further boosted by Ajio’s aggressive expansion of its international portfolio, most notably through the exclusive launch of British fashion giant Asos. Starting with 3,000 styles and scaling to 20,000, the partnership bridges the gap between global runway trends and the Indian middle class's growing appetite for high-equity brands. To support these higher-value transactions, Reliance has expanded its ‘Ajio Rush’ hyperlocal service to over 420 pincodes, offering 2-to-4-hour deliveries to ensure that the ‘instant gratification’ demands of luxury shoppers are met. This combination of curated prestige - supported by AJIO Luxe’s 41 per cent portfolio growth—and infrastructure-led speed allows the platform to capture discretionary spending in both metro and Tier II markets, where aspirational consumption is currently at an all-time high.
The digital fashion arm of Reliance Retail, Ajio operates as a dual-engine platform catering to mass-premium and ultra-luxury segments through Ajio Luxe and its D2C-focused Ajiogram. With a catalog exceeding 2.8 million styles, the brand is a core pillar of Reliance's "GO27" strategy to dominate India’s $1.1 trillion retail market. Founded in 2017, AJIO has rapidly achieved profitability by leveraging Reliance’s vast store network for last-mile delivery and localized sourcing.
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