Reliance Retail Ventures Limited (RRVL) has acquired the artificial intelligence-powered technology of Bengaluru-based fashion discovery platform Furrl, adding an AI Styling Engine and commerce app to its growing retail technology ecosystem.
The acquisition covers Furrl’s technology, including its AI-powered styling capabilities and commerce application, and is expected to strengthen Reliance Retail’s approach to product discovery and personalisation across its digital and omni-channel platforms. Financial terms of the transaction were not disclosed.
Founded in 2022 by Esha Tiwary, Furrl was built around fashion discovery, initially focusing on bringing direct-to-consumer fashion brands together on a single platform. The company later developed an AI Styling Engine designed to move online shoppers beyond conventional catalogue browsing by presenting products as complete, personalised outfits.
Furrl’s technology uses artificial intelligence to transform fashion catalogues into styled outfit recommendations based on individual consumer preferences. Instead of presenting products primarily as standalone items, the system is designed to contextualise them as combinations that shoppers can consider together.
The acquisition gives Reliance Retail access to technology aimed at addressing one of the challenges facing online fashion platforms: helping consumers navigate large catalogues while accounting for changing tastes and preferences.
Personalisation has become an increasing focus for digital retailers as platforms use consumer data and AI-based systems to improve recommendations, search and product discovery. In fashion, where purchasing decisions can depend on style combinations and individual preferences, AI is increasingly being applied to recommendation and styling experiences.
For Reliance Retail, the deal adds another AI capability to its broader technology-led retail strategy. The company operates digital and physical retail businesses across multiple categories and has been increasing the use of artificial intelligence, automation and other technologies across its operations.
Reliance Industries has previously outlined plans to invest in deep-tech and AI-native capabilities to strengthen its retail operations. Its technology strategy includes applications ranging from AI-driven demand forecasting to robotics-enabled warehouses, alongside technologies aimed at improving customer experiences across digital platforms.
Furrl’s technology is expected to complement this approach by focusing on the consumer-facing side of retail, particularly fashion discovery and personalised recommendations.
The deal also reflects the expanding role of AI in fashion e-commerce, where retailers and technology companies are exploring ways to make online shopping more contextual. Recommendation systems have long been part of e-commerce, but generative and other AI technologies are widening the scope for platforms to offer more personalised discovery experiences.
Commenting on the acquisition, Furrl founder Esha Tiwary said the company was built around the view that AI could change fashion discovery. She added that bringing the technology into Reliance Retail would allow it to reach a larger customer base.
The transaction comes as Reliance continues to expand its fashion and lifestyle portfolio across physical and digital channels. Its retail ecosystem includes platforms and formats catering to different segments of the fashion market, giving the acquired technology potential applications across a broad consumer base.
The acquisition marks another step in Reliance Retail’s use of AI across its consumer businesses. While the companies have not disclosed how or when Furrl’s technology will be integrated into specific Reliance platforms, its AI Styling Engine adds a fashion-focused personalisation layer to the retailer’s wider technology stack.