Should AJIO Luxe remain a separate app or merge into the main AJIO app?

Introduction

AJIO Luxe is Reliance Retail's premium and luxury fashion destination, offered as its own app and website separate from the main AJIO app. Its catalogue spans global luxury labels, premium international brands and Indian designers, and Reliance has reported fast growth in its brand count through FY26. The question is whether AJIO Luxe should stay a separate app or merge into the main AJIO app as a premium section.

This trade-off sits at the heart of luxury retail: exclusivity and brand experience on one side, reach and efficiency on the other. Luxury brands care deeply about where and how they are shown. Shoppers who buy a ₹1.5 lakh handbag may not want to scroll past ₹399 T-shirts. But a separate app has to earn its own installs, traffic and engineering budget.

Step 1

Clarifying Questions (3 minutes)

• Context: How do AJIO Luxe customers arrive today, and how many also use the main AJIO app?

• Hypothetical answer: About 60% of Luxe buyers also use AJIO; most new Luxe buyers come from AJIO cross-promotion.

• Business context: What is the priority: growing Luxe GMV, brand partnerships, or reducing cost?

• Hypothetical answer: Grow Luxe GMV while keeping top luxury brands happy.

• User impact: How do top-tier Luxe customers feel about the AJIO brand?

• Hypothetical answer: Research shows some top customers associate AJIO with discounts.

• Technical: How much of the platform is shared?

• Hypothetical answer: Backend, catalogue and logistics are shared; front-end apps are separate.

• Resource: How large is the Luxe product team?

• Hypothetical answer: Small; maintaining two apps slows feature delivery.