Ajio, founded by Mukesh Ambani in 2016, is a prominent e-commerce platform in India that specializes in fashion and lifestyle products, offering a wide range of apparel and accessories at competitive prices. The company integrates online shopping with a strong offline presence, leveraging Reliance's extensive retail network to provide unique global and local fashion choices. Despite its growth, Ajio faces challenges such as competition from other e-commerce platforms and the need for improved customer service and technology updates.

1. Model Institute of
Engineering & Technology
Course Name: Management practices and Organisational
Behaviour
Course Code: MBA-104
Topic: AJIO
Date:-
Project Members :- Mayukhi Abrol
Raghav Gupta
Abhishek khajuria

2. CONTENTS
◻ OVERVIEW
◻ INTRODUCTION
◻ HOW IT STARTED
◻ LAUNCHING
◻ TOP LEADERS OF THE COMPANY
◻ VISION AND MISION
◻ MARKETING MIX (7P’S)
◻ TARGET GROUPS OF AJIO
◻ STRENGHTS AND WEAKNESSES
◻ MAJOR CHALLENGES
◻ AWARDS
◻ CONCLUSION

4. OVERVIEW
Name : AJIO
Founder : Mukesh Ambani
CEO : Nair Vineeth
Industry Type: Retail
Headquarters: Bengaluru, Karnataka, India
Website : www.ajio.com
Social Handles : Twitter, Instagram and facebook
Company Type : Public Company
Contact Number : 18008899991
Founded : 2016

5. INTRODUCTION
AJIO is a fashion and lifestyle by India's leading telecom
and chain of retail stores, Reliance Industries. AJlO brings
to the customers the best of fashion at the prices which are
at its best. This app was built as an online shopping app that
comes with trust and guarantee from the popular reliance
family. The brand offers hand picked and unique styles to its
customers and today it has emerged as ultimate fashion
destination for million of its customer. This e-commerce platform
Is a one-stop destination for all the fashion lovers in India.
AJIO promises to offer a wide range of well assorted collection
helping fashion lovers to make quality decision.

6. HOW IT ALL STARTED
The Reliance group is known to have the largest retail
venture in India. They have their own very popular Reliance
Trends, a retail store that sells all kinds of fashion apparel for
kids, men, and also women.
The huge success of this venture led to the development of
this app. Not only do they sell Indian wear, and their brand
products, they have a huge collection of globally popular
fashion trend products including clothing, accessories and
footwear.

7. LAUNCHING
◻ AJIO was launched globally on 1st April 2016 at the Lakme Fashion Week.
◻ AJIO was launched with the campaign doubt is out with 5 show stoppers which included Sunny
Leone, Laxmi Narayan Tripathi, Bharti Singh, Helen, and Suman Sharma.
◻ AJIO is among Reliance Industry’s initial steps into e-commerce. They launched the app with a
wide range of products from clothing, footwear, and accessories.

8. TOP LEADERS OF THE COMPANY
Pratik Gupta State Sales Head
Saurabh Tiwari Territory Sales Manager
Shwetha Chandra Hr Manager
Ankur Agrawal Chief Manager- Sourcing
Madhusudhan Reddy Product Manager
Tista Dutta
Quality Auditor, Assistant
Manager
Digen Shah Marketing Manager

9. MISSION AND VISION
MISSION
◻ Provide millions of customers with unlimited choice, outstanding
value proposition, superior quality and unmatched experience
across the full spectrum of products and services.
◻ Reliance planned to enroll on 1, 50,000 small and medium
vendors for its e-commerce market place by the end of its 1
year after the launch. Ajio.com has lined up brands from The
US, Russia, Turkey , Singapore and Australia besides other
country.
◻ Reach the length and breadth of the country through our
physical and digital distribution platforms.

10. VISSION
◻ To be the most admired and successful organised retail company in
India that enhances the quality of life of every Indian.
The brand claims:
“with the fresh and most unique styles from across India and the world, AJIO
invites , you to express your personal style fearlessly, and with a optimism that
can not be easily shaken".

11. 7 P’S OF MARKETING MIX

12. AJIO MARKETING MIX
Marketing Strategy of Ajio analyses the brand with the marketing mix framework
which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing
strategies like product innovation, pricing approach, promotion planning etc. These
business strategies, based on Ajio marketing mix, help the brand succeed.
Ajio marketing strategy helps the brand/company to position itself competitively in the
market and achieve its business goals & objectives.
Let us start the Ajio Marketing Strategy & Mix to understand its product, pricing,
advertising & distribution strategies:
AJIO PRODUCT STRATEGY:
The product strategy and mix in Ajio marketing strategy can be explained as follows:
Ajio is an e-commerce site dealing in wide range fashion products for men, women
and kids. Their products in its marketing mix include casual wear, ethnic wear, party
wear; formal wear and Indie speciality wear collections specially created by boutiques
and designers from India and all over the world. Apart from the usual categories

13. of western and ethnic wear, the online store also features a section called fashion week collections, so
you can shop for products, which are currently on the runways all over the world. Well, that is not where
it ends. Customers can get a piece of global fashion from Australia, Russia and other international
fashion houses from around the world, in a matter of minutes. Ajio has lined up brands from the US,
Russia, Turkey, Singapore, and Australia besides other countries. The brands on Ajio include MDS from
Singapore, Aeropostale from America, Closet London from London, Point Zero from Canada and many
more. Ajio will mainly focus on high-fashion designer wear from international brands, affordable
international brands, in-house brands and handpicked products from local designers. This way it can
differentiate itself from the competition.
AJIO PRICE/PRICING STRATEGY:
Below is the pricing strategy in Ajio marketing strategy:
Ajio, headed by Isha Ambani, has tied up with around 200 international and national brands.
Most of the brands are daily wear and affordable brands from markets like Russia, Australia,
Singapore, Canada, America and Europe. Ajio also sells its own private brands. The company has an
inventory led e-commerce model. It has also tied up with various third party logistics partners for last
mile delivery. This makes the overall range of products affordable while also maintaining high quality,
providing unique amalgamation of designer clothes and international brands, which as a result

14. AJIO PLACE & DISTRIBUTION STRATEGY:
Following is the distribution strategy in the Ajio marketing mix:
Ajio is an Ecommerce site with its headquarters in Bangalore Karnataka. The company is an inventory
led one and covers over 15000 pin codes all over India where it delivers its products. Ajio company
also leverages from its strong network of Reliance trends retail stores and Jio retail stores for delivery
purposes. Currently reliance group operates more than 2621 outlets across India.
It aims to be different from all other offerings currently in the market by being an Omni channel brand.
AJIO PROMOTION & ADVERTISING STRATEGY:
The promotional and advertising strategy in the Ajio marketing strategy is as follows:
Ajio was unveiled on 1 April 2016 at one of the greatest fashion events, Lakme fashion week. The
brand promotes itself by using the tagline “doubt is out”. The focus of Ajio’s campaign was
‘inclusivity’, cutting through societal barriers of age, gender, class and career choices. The brand
aims to inspire young India with their philosophy which says, “no matter from where one is from,
what one does, what one looks like, one has the right to dress the way they want, the way they
like it and invent their own rules”. Ajio does not promote itself by traditional means but aims to
promote itself among the Indian crowds by delivering something totally different.

15. PEOPLE:
Ajio has been growing from strength to strength since its launch. With its increasing business
and operations, the company has been recruiting more and more people into its management
and collaborating with third party logistic partners to smoothly facilitate delivery of products.
Ajio still calls itself a start-up and is quite flexible in its work environment, organizational
communication. The company is open to having a diverse group of passionate and creative
people to make an impact in the business world. The company trains its employees via an
apprentice program and a diversity program. Currently CEO Vineeth Nair helps the company.
PHYSICAL EVIDENCE:
Ajio provides a seamless shopping experience through its beautifully crafted website. The
items in the website are divided according to various categories, making it easy to browse
through its huge catalogue of products. Ajio has taken care to make the UI/UX design of the
website crisp and snappy. Delivery of the products are fast and covers more than 15,000
locations all over India. Ajio provides customers with a 30 day return policy of its products.
What makes the brand more attractive is the eyeball grabbing discounts on its product range

16. PROCESS:
Ajio is a unique brand with Omni channel capabilities. The company has opened Ajio
shop in shop at select Reliance Trends stores. Ajio sells fashion apparel from across
the world. It provides apparel, which are hot at fashion shows across the world,
premium and budget international brands. The company has capitalised on Reliance’s
goodwill and expertise to tie up with top brands across the world. It also collaborates
with local artists, boutique houses and provides designer collection. Ajio
manufactures its own grown apparel collection under the brand name Ajio. The
company uses the huge network of Reliance Trends retail outlets to store products,
facilitate easy delivery. Hence this completes the Ajio marketing mix.

17. COMPETITORS OF AJIO

18. TARGET GROUPS OF AJIO

19. STRENGHTS AND WEAKNESS
STRENGHTS:
◻ The first thing it is an online to offline mode of business model which helps the customers/
consumers being home at their comfort and ordering stuff online.
◻ The variety of products, the designer clothes, fancy jewellery, branded footwear attracts the
customer which is a major strength for the company to excel in the market.
◻ AJIO as a company is collaborating with many influencers to build a community which attract more
viewers to see the website and engage with the websites.
◻ Many campaigns are being done by them like "doubt is out" which says uh should dress up your self
and which appeals to women who is empowered, who know what she wants ,what she wants to be
and what she is, "dressed to dig" in which The campaign asked youngsters to dress up for a party,
click a picture, and upload it on Instagram using #DressedToGig to win a chance to party at the
biggest EDM festival in Belgium, the another one was "notwhatiwear" in which the video portrayed
that women are made the puppets of the so-called ideal society, with unreasonable standards set for
one particular gender. Hoping to bring an end to this insight, brands have stepped up to make
feminism the vehicle of communication to connect with women at large.
These were some of the points that strengthen the company "credibility of the customer"

20. WEAKNESS:
◻ Their customer handling services is weak as compare to there competitors in the
market.
◻ The delivery of the products are bit delayed.
◻ If one wants to return their product - the refund process takes time. Which inturn affect
the credibility of the customers.

21. CHALLENGES THAT THE COMPANY WILL FACE IN 5
YEARS
As with the growing competition, there are many challenges which will be faced by the
company. Some of them includes:
◻ Competitors- As there are many competitors of the online Shopping app, ajio will need
to matchup or even do better than their competition say Myntra, amazon, Flipkart etc.
◻ Time to time advanced technology- As it is an competition to the company, they must
update their application time to time so that they maintain their place in the market.
◻ Trending items - The company should include trending items into their categories so
that customer remain connected to their site .
As the company, started with so much enthusiasm and efforts it would be a task for them
to maintain it in the coming years.
These were some of the challenges that might come in their coming way.

22. CONCLUSION ABOUT MANAGEMENT
◻ The management is flexible to create, freedom to challenge norms and ideate, and
the fulfillment that comes from seeing your ideas scale - all while working in an
environment that is secure, puts people first, and enjoys a track record of
disruption, success and triumph over 40 years.
◻ Powered by Reliance and carving its own new-age culture, Ajio management
bridges the worlds of business acumen and risk-taking.
◻ Ajio is daring. Helmed by a young leadership team, employees have the space to
be themselves and realise their fullest potential.
◻ The leaders are stalwarts of retail from across the world. Women constitute 40% of
our leadership team. AJIO-ites are always focussed on collaborating to get the best
work done, challenging themselves with the question 'what next' and making it
happen.

23. AWARDS
◻ The great Reliance group has received a lot of awards some of them which are
worth mentioning like, Reliance Retail appeared in the list of Most Trusted
Retailers as per ET Brand Equity (2016), Reliance Trends received the ‘Retail
Marketing Campaign of the Year Award’ at the Asia Retail Congress (2011),
◻ Reliance Trends received the ‘Innovative Retail Concept Award for Performax and
the Retailer of the Year ‘Fashion and Lifestyle’ category at the Asia Retail
Congress 2011.
◻ All these awards show the popularity of Reliance clothing’s which an important
reason for Ajio’s success is.

24. CONCLUSION
◻ Ajio has been able to give huge competition to the other rival e-commerce clothing
platforms.
◻ They were able to easily grab people’s attention with their varied products and
affordable prices.
◻ Ajio’s success mainly depends on its founder Mr. Mukesh Ambani and the huge
legacy which he brings down with him, this sets him apart in any completion in the
Indian market.
◻ Ajio is now regarded as one of the top applications in the clothing department
featuring the latest trends.
◻ They have thousands of customers who faithfully order from the app, which is
another reason for it to sustain itself in the Indian market.

25. THANK YOU