Ajio was supposed to be Reliance Retail’s e-commerce success story. While other digital bets like Jiomart, Dunzo, and Urban Ladder struggled to find their footing, Ajio surged ahead powered by aggressive discounts, brand partnerships, and the deep pockets of India’s largest retailer.

But behind the scenes, the momentum was already beginning to crack.

Today, we go inside the fashion platform’s sharp pivot. Over the past year, Ajio has gone through major leadership reshuffles, mass layoffs, and shifting strategies—from launching ultra-fast delivery to pushing premium fashion, only to walk parts of it back. 

And as profitability pressure mounts from the top, teams are left scrambling to do more with less.

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