Zilo names Anaita Shroff Adajania as new Style Director and Equity Partner
23 January 2026, Mumbai
The Indian fashion-tech landscape reached a significant milestone this week as Zilo named celebrity stylist Anaita Shroff Adajania as Style Director and Equity Partner. This move signals a formal departure from traditional influencer-brand endorsements, opting instead for a structural alignment that integrates high-fashion editorial expertise directly into the company’s capitalization table. Adajania will lead the creative direction, overseeing weekly style ‘edits’ and trend-focused collections designed to bridge the gap between aspirational runway aesthetics and the functional needs of urban consumers.
Strategic expansion and market positioning
Founded by former Flipkart and Myntra executives, Zilo is aggressively positioning itself as the ‘personal stylist’ of the quick-commerce era. The platform currently delivers from a catalog of over 250 Indian and global brands - including Levi’s, Snitch, and Vero Moda - within a 60-minute window in major metros. By leveraging Adajania’s industry authority, Zilo aims to increase its average order value and user retention in a market where quick-commerce fashion is projected to grow significantly by 2027. The integration includes a dedicated ‘Style Edits’ section on the app, allowing users to shop complete looks curated by Adajania with a seamless home-trial and instant-return feature.
The shift toward value-driven discovery
Industry analysts view this partnership as a response to the ‘discovery fatigue’ prevalent in mass-market e-commerce. The goal is to move beyond mere logistics and offer intentionality, states Padmakumar Pal, Co-founder and CEO. As Zilo expands into non-apparel categories like watches and footwear, Adajania’s equity involvement ensures long-term creative oversight, a strategy aimed at stabilizing the brand's identity as it prepares for a wider regional rollout beyond its Mumbai stronghold.
Mumbai-based Zilo is an AI-driven fashion-tech platform specializing in 60-minute hyperlocal delivery of premium apparel and accessories. Managing a portfolio of 250+ brands, the startup secured $4.5 million in seed funding in 2025 to scale its dark-store network. Focused on ‘intentional shopping,’ Zilo combines digital discovery with high-speed fulfillment.
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