AJIO Seller Guide 2026

Sell on AJIO India 2026: Fashion & Lifestyle Seller Guide

Reliance's curated fashion marketplace — 30M+ Gen Z and millennial shoppers, strong D2C brand positioning, and the power of RIL's ecosystem.

What is AJIO?

AJIO is Reliance Industries' curated fashion and lifestyle marketplace, launched in 2016 as part of Reliance Retail's digital commerce expansion. With 30M+ registered customers and a rapidly growing Gen Z and millennial audience, AJIO has established itself as India's go-to destination for curated fashion across western wear, ethnic wear, footwear, and lifestyle accessories.

Unlike open marketplaces, AJIO's curation-first approach means every brand on the platform has been vetted for design quality, brand story, and product consistency. This selective onboarding creates a win-win: buyers trust AJIO's catalog, and sellers benefit from a less cluttered, more brand-safe environment with customers who are genuinely willing to pay for quality.

Backed by Reliance Industries — India's largest conglomerate — AJIO has world-class logistics, deep marketing budgets, and the strategic advantage of integration with Reliance Retail's extensive offline footprint. For D2C fashion brands looking for a premium digital channel with scale, AJIO represents one of India's most compelling marketplace opportunities.

Why Sell on AJIO?

Five reasons D2C fashion brands choose AJIO

Curated Quality

Selective onboarding means less competition and stronger brand positioning compared to open marketplaces.

Gen Z & Millennials

AJIO's loyal young buyer base actively seeks new brands and trends — ideal for D2C fashion.

RIL Scale

Reliance Industries backing means world-class logistics, deep marketing budgets, and long-term platform stability.

D2C Growth

AJIO is purpose-built for D2C brands — giving emerging fashion labels a level playing field with established names.

Good Margins

Curated positioning enables premium pricing and healthier margins versus value-oriented platforms.

Step-by-Step AJIO Seller Registration

Follow these 7 steps to get your brand listed on AJIO via ajio.com/sell

1

Visit ajio.com/sell and Submit Brand Application

Start at AJIO's seller portal and complete the brand application form. Include your brand story, product categories, target price points, and founding year.

2

Brand Review & Initial Screening

AJIO's category team reviews your application and brand credentials. They assess design originality, brand positioning, and market fit before proceeding.

3

Sample Submission & Quality Check

Send physical samples of your hero products. AJIO checks stitching quality, fabric, finishing, size accuracy, and label compliance before approving the brand.

4

Catalog Standards & Photography

Shoot products on models or mannequins with clean backgrounds. Include front, back, side, and detail angles. Size charts must be accurate and consistent across all SKUs.

5

Documentation Submission

Upload GST certificate, PAN, brand trademark certificate, bank details, brand lookbook/catalog, and factory compliance certificates for sustainable/ethical sourcing if applicable.

6

Catalog Upload & Approval

Upload your full product catalog via the seller portal. AJIO's content team reviews each listing for quality, completeness, and compliance before approving.

7

Go Live & Onboarding Support

Once approved, products go live on AJIO.com and the AJIO app. Your assigned category manager guides you on promotions, sale participation, and performance improvement.

Documents Required to Sell on AJIO

  • GST Registration Certificate
  • PAN Card (individual or business entity)
  • Brand Trademark Certificate or Authorization Letter
  • Bank Account Details and cancelled cheque
  • Brand Lookbook or Product Catalog (PDF or digital)
  • Factory Compliance Certificates (if applicable)
  • Physical product samples (required before approval)
  • Accurate size charts for all apparel SKUs

Who is AJIO Right For?

AJIO's curated approach means it's not the right fit for every seller — but for the brands it suits, it's an outstanding channel. Here's who thrives on AJIO:

D2C fashion brands with proprietary designs and consistent sizing
Emerging Indian fashion labels targeting Gen Z and millennials
Ethnic and fusion wear brands with a strong design identity
Premium footwear brands with quality manufacturing credentials
Lifestyle accessory brands — bags, jewellery, belts, scarves
Activewear and athleisure brands targeting fitness-oriented buyers
Kids and baby fashion brands with a curated product range
Sustainable and conscious fashion brands with ethical credentials

AJIO Fee Structure 2026

Approximate commission rates by category (verify current rates with AJIO seller support)

Fees are approximate. Reverse logistics for returns is included in AJIO's commission structure. Confirm exact rates during onboarding.

CategoryCommissionNotes
Women's Western Wear20–25%Tops, dresses, co-ords, jumpsuits
Men's Clothing18–22%Shirts, trousers, T-shirts, formals
Ethnic & Fusion Wear20–26%Sarees, kurtas, lehengas, sherwanis
Footwear20–24%Casual, formal, sports footwear
Accessories & Bags22–28%Handbags, jewellery, belts, wallets
Kids & Infant Wear18–22%All children's apparel categories
Activewear & Sportswear18–22%Gym wear, yoga, sports apparel
Tech Fee2%Applied on all transactions
Reverse LogisticsIncludedReturn pickup included in commission

Frequently Asked Questions — Selling on AJIO

AJIO is a curated fashion marketplace — unlike open platforms like Amazon or Meesho, AJIO hand-picks brands it onboards. The curation means lower competition, better brand visibility, and a perception of quality among buyers. When your brand is on AJIO, customers associate it with a level of credibility that open marketplaces cannot provide. The trade-off is a more rigorous onboarding process that requires a strong brand story and quality catalog.
AJIO is particularly well-suited for D2C (Direct-to-Consumer) fashion and lifestyle brands, but it also welcomes established manufacturers and brands with proprietary designs. The platform favors brands that own their designs and manufacturing rather than resellers. If you have unique styles, strong aesthetics, and consistent sizing — AJIO is a very effective channel. Traditional wholesalers or commodity resellers are not the target fit.
Being part of Reliance Industries gives AJIO significant advantages that benefit sellers: massive technology infrastructure and logistics scale, integration potential with Reliance Retail's offline network, JioMart cross-selling opportunities, and deep marketing budgets during sale events. AJIO has access to RIL's cash reserves for growth, meaning the platform is built for the long term and invested in seller success.
AJIO has high content standards befitting a premium fashion platform. Product images must be shot on models or mannequins (no flat-lay only), with clean backgrounds, proper lighting, and multiple angles (front, back, side, detail shots). Sizing must be accurate and consistent across all SKUs. Product titles, descriptions, and fabric composition details must be complete. AJIO's content team reviews all catalog submissions before approval.
AJIO's approval process typically takes 3–6 weeks from application to going live. The process involves brand application review, sample submission and quality check, catalog review, and final approval. Having a strong brand lookbook, complete documentation, and quality samples ready before applying significantly speeds things up. Scalo Digital manages the AJIO onboarding process end-to-end for clients.
Both AJIO and Myntra are curated fashion platforms but with different audiences and strengths. Myntra is older with higher traffic and stronger brand recall in Tier 1 cities; it's harder to get listed and more competitive. AJIO is growing rapidly, particularly among Gen Z buyers, with strong Reliance marketing backing and emerging strength in Tier 2 cities. Ideally, fashion brands should aim to list on both platforms for maximum reach.
Return rates on AJIO, like other fashion platforms, can be 20–40% depending on category. Size accuracy is the single biggest driver of returns — precise size charts, accurate fabric composition details, and realistic photography reduce returns significantly. AJIO's reverse logistics is included in the fee structure, but high return rates impact your seller scorecard and platform ranking. Scalo Digital helps clients set up proper sizing matrices and return-reducing content.
Yes, Scalo Digital provides full AJIO seller management — from initial onboarding and brand application to catalog creation, campaign management, AJIO Ads, sale event planning, and performance analytics. Our team has experience with AJIO's platform requirements and can significantly reduce the time-to-live for new brands while optimising ongoing performance.

Ready to List Your Fashion Brand on AJIO?

Scalo Digital manages AJIO seller accounts end-to-end — onboarding, catalog, AJIO Ads, sale events, and performance reporting. Get your brand live faster.

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