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Updated 2026 brand onboarding guide — wholesale vs marketplace, commission, AJIO LUXE and growth strategy for fashion brands.
By Amogh Sachdev · Updated May 2026 · 12 min read
AJIO has 30M+ MAUs with a fashion-first audience — higher intent and AOV than general marketplaces in apparel/footwear/accessories.
AJIO over-indexes on premium Western wear, ethnic fusion, footwear and accessories — ideal for D2C fashion brands not chasing Meesho-level price points.
Once onboarded, brands can be cross-listed on AJIO LUXE (premium), Tira (beauty) and Reliance Trends (offline) — multi-channel scale without separate onboarding.
AJIO offers brand microsites, editorial features and influencer collaborations that drive curated discovery — closer to Myntra than Amazon Fashion.
AJIO is a curated fashion-only marketplace owned by Reliance Retail. Apply at partners.ajio.com with brand name, category (Western/Ethnic/Footwear/Accessories), hero SKUs, MRP range, and a brand deck.
Provide GSTIN, PAN, brand trademark certificate (TM/®), brand authorisation letter (if reselling third-party brands), BIS for footwear where applicable, and business documents. AJIO is strict on brand authenticity.
AJIO operates two models: 1P wholesale (AJIO buys inventory, dominant model) and 3P marketplace (select brands). Negotiate margins, payment terms (45–90 days typical), MOQ and return policy.
AJIO has strict imagery standards — on-model shots, white background, multiple angles, fabric close-ups. Most brands reshoot for AJIO. Submit size charts, fabric composition, wash care and AJIO-specific titles.
For 1P, dispatch inventory to AJIO/Reliance fulfilment centres (Mumbai, Bengaluru, Delhi NCR). For 3P, integrate via the seller panel for inventory and order sync.
Run AJIO Ads (sponsored products, brand banners) and opt into Big Bold Sale, EORS (End of Reason Sale) and AJIO LUXE drops. Cross-promotion via Reliance ecosystem (Tira, Reliance Trends) is available for strategic brands.
We onboard fashion brands on AJIO alongside AJIO Onboarding services, Myntra and Tata CLiQ. Compare with our Marketplace Comparison Tool.
AJIO wholesale (1P) margins typically range 35–50% off MRP across Western, ethnic, footwear and accessories. Marketplace (3P) commissions are 20–32% with fixed fees and shipping. AJIO LUXE (premium) margins are higher (45–55%) reflecting curated positioning.
Primarily wholesale (1P) — AJIO/Reliance buys inventory from brands. A 3P marketplace exists for select brands and categories. Most fashion brands operate on 1P given Reliance's scale and offline cross-listing benefits.
Yes — AJIO actively onboards differentiated D2C fashion brands with strong product, photography and brand story. Approval depends on category fit, hero-SKU traction, certifications and pricing alignment with AJIO's audience.
Typically 6–10 weeks — driven by brand verification, photoshoot (AJIO-specific imagery standards), content standardisation and inventory dispatch to Reliance warehouses.
AJIO LUXE is AJIO's premium / designer storefront featuring Indian and international designer brands at higher AOV. Onboarding to LUXE is invite-only and requires established brand equity, designer credentials and premium catalog.
Yes. We run AJIO brand onboarding, content/photography coordination, vendor agreement negotiation, ads (sponsored products, banners), event activation (Big Bold Sale, EORS) and Reliance-ecosystem cross-listing as part of our fashion marketplace stack.
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