Reliance Retail acquired Furrl, a Bengaluru fashion discovery startup, in an all-cash deal for an undisclosed sum. Furrl converts a brand’s catalogue photos into shoppable outfits matched to a shopper’s tastes, and was built to help Indian consumers find domestic direct-to-consumer fashion and lifestyle labels. Reliance will fold Furrl’s AI engine and its shopping app into its own digital commerce products. Furrl’s entire team joins Reliance Retail Ventures, where founder Esha Tiwary will run new AI projects and the product team will scale the technology across Reliance’s wider commerce operations. Tiwary started Furrl in 2022, and it had raised more than Rs 8 crore before the sale.
