How should Reliance position AJIO against Myntra over the next three years, given AJIO Street and the Shein India app in the same portfolio?

Introduction

Reliance Retail runs several online fashion bets at once. AJIO is the flagship fashion and lifestyle app. AJIO Luxe serves premium and luxury buyers. AJIOGRAM showcases homegrown D2C brands. AJIO Street targeted price-sensitive shoppers in smaller towns with low prices and a zero-commission seller model. And in 2025 Reliance launched the Shein India Fast Fashion app under a licensing partnership, which reportedly crossed 6.5 million installs by the end of that year. Meanwhile, Myntra remains the market leader in online fashion, Meesho dominates value fashion in Bharat, and Flipkart and Amazon keep pushing their own fashion stores.

The question is how Reliance should position AJIO against Myntra over the next three years, given that AJIO Street and the Shein India app sit in the same portfolio. This is a portfolio strategy question: AJIO cannot be everything to everyone, and the group's brands should not cannibalise each other.

Key business objectives:

1. Grow AJIO's share of online fashion profitably.
2. Define a clear role for AJIO relative to Reliance's other fashion apps.
3. Use Reliance's unique assets (stores, private labels, supply chain) as product advantages.
4. Close the gap with Myntra where it matters most.

Steps: clarify goals, analyse the market, define a vision and roadmap, prioritise initiatives, plan execution, set metrics, and manage risks.

Step 1

Clarify the Strategic Goals (3-4 minutes)

• Is the objective to win share overall, or to win profitably in specific segments?

Why it matters: Fighting Myntra everywhere with discounts is expensive; a segment-focused strategy is more realistic. Expected answer: Profitable growth; the leadership wants AJIO contribution-positive while growing faster than the market. Impact on approach: We'll pick segments where AJIO has a structural edge.

• How does the group see the roles of AJIO Street and the Shein India app?

Why it matters: If Shein India owns ultra-fast, low-price trend fashion for young urban buyers, AJIO should not duplicate it. Expected answer: Shein India targets trend-led young shoppers at low price points; AJIO Street was an experiment in value fashion for Tier 2+. Impact on approach: AJIO should own branded and mid-premium fashion, with clear hand-offs between apps.

• What constraints exist on shared infrastructure?

Expected answer: Logistics, payments and store networks can be shared; catalogues and brand positioning should stay distinct. Impact on approach: Shared back end, differentiated front ends.