American tech giant Adobe has bought this just 11-month-old Indian startup. This is Adobe’s second high-profile deal in India. Earlier in 2023, it had purchased generative AI video company Rephrase.AI. However, neither Adobe nor Relo has yet made public the amount of the new deal. Relo was started in September 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgie Bobby. Initially, it was a tool for building complex workflows from instructions written in plain language, which could create AI agents working across hundreds of tools even for non-technical users. It gradually evolved into an “AI employee” platform for marketing and GTM (go-to-market) teams. The GTM team works to market a company’s product or service and deliver it to customers. However, Rilo even became an early rival to Anthropic’s Claude Cowork, handling tasks like competitive analysis, prospecting, LinkedIn outreach, Reddit marketing, and campaign research. The popularity grew so fast that within a few months of launch Relo had added more than 10,000 users. After the deal, co-founder Dhruv Jaglan wrote in a social media post, ‘Relo will now help deliver AI to Fortune 500 marketers by joining forces with Adobe.’ The strategy behind the deal is clear – the race for agentic AI marketing has intensified, Anthropic has brought its ‘Cloud for Marketers’ and Adobe itself has launched its agentic system called CX Enterprise in April. In such a situation, instead of spending many years developing the technology itself, Adobe considered it better to buy a ready, rapidly growing team and product outright. Besides, we also got cheap and fast access to young AI talent from institutions like IITs. Rs 945 crore. Rilo had already received funding at a valuation of Rs 945 crore, the deal was not disclosed. Rilo had earlier received funding from investors like Peak XV, G47/DVC and Day Zero Ventures at a valuation of about Rs 945 crore. According to people associated with this startup, this deal has been done by way of technology licensing and inclusion of a team of 6 members in Adobe instead of buying the entire company. This adds to Adobe’s big marketing-AI shopping list. Last year, the company had signed a similar deal with SEMrush for Rs 17,958 crore.
Source link
[ad_3]
Adobe buys Indian AI startup Relo: Big bet on complex workflow tools with instructions written in common language; Dhruv-Georgi had started
