India’s Reliance Retail has acquired Furrl’s technology, including its AI styling engine and commerce app, to expand AI use across its consumer businesses.

Financial terms were not disclosed.

Furrl said the deal is meant to support Reliance Retail’s "AI-first" strategy for personalised shopping and discovery.

It said the technology is expected to enhance AI-led product discovery and personalisation across Reliance Retail’s digital and omni-channel platforms.

Established in 2022 by Esha Tiwary, Furrl developed technology aimed at converting fashion catalogues into styled outfit recommendations based on individual consumer preferences.

The company said it set out to address “fashion discovery” difficulties linked to “rapidly changing consumer preferences”, first through a catalogue centred on direct-to-consumer fashion brands and later through its AI styling engine.

Over the past four years, Furrl said it expanded its platform to include more than 50,000 products from over 200 fashion and lifestyle brands.

It said this built “deep technical capability in catalogue intelligence, personalisation and outfit-level recommendation”.

Furrl is operated by Kleosa Retail Private Limited.

Tiwary said: “We built Furrl with one conviction: that fashion discovery is broken and AI can fundamentally change that.

“This acquisition enables our technology to reach millions of customers with Reliance Retail's scale, and is a powerful validation of what our team built.”

In April, Reliance Retail acquired haircare brand Anomaly from actor and entrepreneur Priyanka Chopra Jonas, including its trademarks, brand assets and digital properties.

Last month, Reliance Retail reported consolidated gross revenue of Rs904.08bn ($9.38bn) for the quarter ended 30 June 2026, up 7.4% year-on-year (YoY).

The company said top line growth was driven by double-digit gains in grocery, fashion and lifestyle, and consumer electronics.

Adjusted for the demerger of its consumer brands business, revenue growth was 11.6% YoY.