Ajio Marketing Strategy & Marketing Mix (4Ps)

Published in Services category by MBA Skool Team

Here is the marketing strategy of Ajio which analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).

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 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.

Image: company website

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 differentiates it from other online retailers.

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. The company wants to create a brand with strong ethics, emotional connect and high emphasis on design and collection. It aims to make foreign brands and designer products affordable and provide value for money

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Ajio.


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 helms 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. Wat makes the brand more attractive is the eyeball grabbing discounts on its product range.


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.

About Ajio:

Ajio is a company operating in the E-commerce sector with its headquarter in Bangalore, Karnataka, India. It was launched by a subsidiary of reliance industries, Reliance Retail in the year 2016. Initially it was launched internally among Reliance employees in December 2015 and then on 1 April 2016, it was launched globally at the Lakme Fashion Week. Ajio has a wide portfolio of products ranging from clothing, footwear and accessories. The company also features on its website special product lines like Indie collection, authentic creations by artisans and boutiques from various parts of the country and across the world.

Ajio features the tagline “doubt is out”. Its brand philosophy revolves around the belief that the best way to live life to the fullest is by conquering doubt.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing strategy and 4Ps analysis of more brands similar to Ajio. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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