How would you improve discovery of homegrown D2C brands on AJIOGRAM?

Introduction

AJIOGRAM is AJIO's storefront for homegrown direct-to-consumer (D2C) fashion brands. AJIO launched it in November 2023 as a content-led, interactive commerce destination inside the AJIO app, aiming to onboard a couple of hundred Indian D2C labels, from streetwear to sustainable and artisanal fashion. The pitch to brands is reach, brand-building support and access to AJIO's influencer ecosystem; the pitch to shoppers is fresh, distinctive fashion they will not find at every mall.

The question asks how to improve discovery on AJIOGRAM. Discovery is the crux: if shoppers cannot find D2C brands they love, the brands get no sales, leave the platform, and AJIOGRAM becomes a forgotten tab.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, how do shoppers reach AJIOGRAM today: a tab in the AJIO app, banners, or search?

• Hypothetical answer: Mainly through a switch at the top of the AJIO app and occasional home-page banners.
• Impact: Entry points themselves may be a discovery problem.

• Considering user behaviour, what share of AJIO users visit AJIOGRAM monthly, and how does conversion compare to the main app?

• Hypothetical answer: Under 10% of monthly users visit; conversion is about half that of the main app.
• Impact: We need to improve both reach and relevance.

• Examining external factors, where do these D2C brands get customers today?

• Hypothetical answer: Mostly Instagram and their own websites.
• Impact: Shoppers expect Instagram-like, visual discovery.

• Thinking about company alignment, what does success look like for AJIO: GMV, brand retention, or differentiation from Myntra?

• Hypothetical answer: Differentiation and engagement among young shoppers, with GMV growth.
• Impact: We'll optimise for engaged discovery, not only conversion.