RELIANCE BRANDS NAMES PRIYANKA CHAUHAN AS VP TO STEER AJIO LUXE’S NEXT GROWTH PHASE

Priyanka Chauhan has been appointed Vice President of Ajio Luxe at Reliance Brands Limited. With experience across retail, e-commerce and omnichannel roles at Bestseller India, Ritu Kumar, Snapdeal and Gap Inc., and credentials from IIM Kozhikode and NIFT, she will drive innovation, customer experience and strategic expansion for the luxury fashion platform.

Priyanka Chauhan has been appointed Vice President – Ajio Luxe at Reliance Brands Limited, marking a significant move as the luxury e-commerce segment in India enters a phase of rapid expansion and experiential reinvention. In her new role, Chauhan will be responsible for accelerating growth on the platform while shaping what Reliance sees as the future of premium and luxury fashion retail in the country.

Her mandate spans brand portfolio expansion, customer experience enhancement and digital-first luxury innovation—areas increasingly central to how affluent Indian shoppers discover and consume fashion. For Reliance Brands, which oversees marquee international labels and retail ventures across the premium spectrum, Ajio Luxe has emerged as a critical digital gateway for the next wave of luxury consumers who expect global curation with local service, speed and trust.

Chauhan’s elevation comes at a moment when the luxury retail ecosystem is being reshaped by shifting buyer behavior. High-net-worth and aspirational consumers are no longer viewing luxury solely through the lens of store visits. Instead, they are blending online discovery with offline validation—opting for omnichannel fulfilment models, concierge-style services and digital-first drops that mirror global fashion weeks and brand calendars. Ajio Luxe, backed by Reliance’s retail muscle, is betting on this hybrid future.

With over a decade of leadership experience across retail, e-commerce and omnichannel operations, Chauhan brings a portfolio of insights from some of fashion’s most dynamic categories. Her previous roles at Bestseller India (home to brands like Jack & Jones and Vero Moda), designer house Ritu Kumar, marketplace giant Snapdeal and Gap Inc. give her a rare vantage point at the intersection of fast fashion, luxury, heritage retail and digital marketplaces.

Her career arc also reflects where the Indian market is headed: toward more structured assortment planning, sharper customer segmentation, and operational efficiencies that blend technology with tactile brand storytelling. As Ajio Luxe competes not only with global platforms but also emerging homegrown luxury e-commerce players, execution in these areas has become a differentiator rather than a nice-to-have.

An alumna of IIM Kozhikode and NIFT Hauz Khas, Chauhan pairs design and merchandising foundations with business strategy and scale—an increasingly valuable combination for platforms seeking both cultural relevance and commercial performance. Industry observers note that this duality positions her to strengthen Ajio Luxe’s relationships with international maisons and contemporary labels, many of which are seeking deeper India penetration.

For Reliance Brands, which has spent years building a portfolio spanning fashion, beauty, lifestyle and soon hospitality, Ajio Luxe serves as the digital layer of a much larger luxury ecosystem. It also acts as a testbed for services that mimic the concierge sensibilities of high-end retail—priority fulfilment, assured authenticity, exclusive launches and curated content.

Chauhan’s appointment signals that Reliance intends to scale Ajio Luxe not just as an e-commerce vertical but as a strategic luxury environment designed for an India that is spending more, seeking premium upgrades earlier in life, and consuming global culture in real time. The platform’s next phase will likely involve deeper customer engagement, personalization and experiential formats that borrow cues from luxury houses in Europe and the US.

As luxury retail in India inches toward maturity—with growing millennial and Gen Z demand, access-driven consumption, and rising fashion literacy—the leadership choices of platforms will shape how quickly the category modernizes. With Chauhan at the helm, Ajio Luxe is positioning itself to meet that moment, blending technology, taste and trust to redefine how luxury is bought in the world’s fastest-growing fashion market.