AJIO X JIO STUDIOS: FASHION MEETS THE DHURANDHAR UNIVERSE

India’s fashion e-tailer AJIO has unveiled a bold new collaboration with Jio Studios, bringing the cinematic swagger of Dhurandhar into wardrobes. The exclusive merchandise line, launched in Mumbai on 16 March 2026, fuses pop culture with fashion, offering fans a chance to wear their fandom with pride.  

When cinema spills beyond the screen, it often finds its way into music, memes, or even everyday conversations. But AJIO’s latest collaboration with Jio Studios takes this cultural crossover into the realm of fashion, creating a tangible way for fans to embody the cinematic universe of Dhurandhar. The blockbuster spy-thriller, produced by Jio Studios and B62 Studios, has already carved its place in contemporary Indian cinema with its unapologetic swagger, high-voltage storytelling, and larger-than-life characters. Now, AJIO is translating that energy into a limited-edition merchandise collection that is as bold as the film itself.  

The collection is designed to reflect the unapologetic personality of Dhurandhar. Think graphic-driven designs, statement silhouettes, and a sense of attitude that mirrors the film’s cinematic DNA. At its core, the range is about giving fans the chance to wear their fandom—literally. From T-shirts emblazoned with iconic movie quotes to Ranveer Singh–signed Pathanis, the line captures the film’s swagger in everyday fashion. Prices start at Rs. 349, making the collection accessible while still retaining its exclusivity.  

One of the highlights is the Ranveer Singh signature series. Known for his flamboyant style and fearless approach to fashion, Singh’s involvement adds a layer of authenticity to the collaboration. His signed tees and Pathanis are not just merchandise; they are collector’s items, bridging the gap between cinema memorabilia and wearable fashion. For fans, owning a piece signed by Singh is a way of carrying a slice of the film’s charisma into their daily lives.  

Equally compelling is the Sara Arjun–inspired range. Arjun’s on-screen presence in Dhurandhar has resonated with younger audiences, and AJIO’s decision to translate her style into contemporary silhouettes speaks to the next generation of fashion-forward fans. With confident tailoring, striking graphics, and attitude-led styling, the collection channels her cinematic persona into street-ready fashion. It’s a nod to how female characters in cinema are increasingly shaping style narratives, moving beyond traditional tropes to inspire bold, modern aesthetics.  

For AJIO, this collaboration is part of a larger strategy. The brand has consistently sought to position itself at the intersection of fashion and pop culture, recognising that audiences today want more than just clothes—they want experiences, connections, and cultural relevance. By partnering with entertainment properties like Dhurandhar, AJIO enables customers to participate in cultural conversations while discovering distinctive styles. It’s a way of making fashion not just about trends, but about identity and belonging.  

The timing of the launch is particularly significant. With Dhurandhar: The Revenge, the sequel to Aditya Dhar’s high-octane spy-action thriller, set to release worldwide on 19 March 2026, the merchandise line serves as both a celebration of the original film and a teaser for what’s to come. Fans gearing up for the sequel can now do so in style, wearing pieces that embody the cinematic universe they are about to re-enter.  

Beyond the immediate excitement, the collaboration also highlights a broader trend in the fashion industry: the rise of film-inspired merchandise as a cultural phenomenon. In India, where cinema is deeply intertwined with everyday life, such collaborations tap into a powerful emotional connection. They allow fans to extend their cinematic experience beyond the theatre, turning fashion into a medium of storytelling. AJIO’s Dhurandhar collection is not just about clothes; it’s about carrying the film’s energy, attitude, and legacy into the real world.  

The designs themselves are unapologetically bold. Graphic T-shirts with punchy quotes capture the film’s dialogue-driven intensity, while the Pathanis and contemporary silhouettes bring a sense of cinematic drama to everyday wear. The Sara Arjun range, with its youthful tailoring and confident styling, adds a fresh dimension, ensuring the collection appeals across age groups. Together, these pieces create a wardrobe that is both versatile and distinctive, blending cinematic flair with street-ready practicality.  

For fans, the collection is an invitation to go beyond passive viewership. It’s about expressing fandom through fashion, about making a statement that says, “I am part of the Dhurandhar universe.” In a world where identity is increasingly shaped by cultural affiliations, such collaborations offer a way to wear one’s passions on one’s sleeve—quite literally.  

As AJIO continues to expand its portfolio of pop culture collaborations, the Dhurandhar collection stands out as a milestone. It demonstrates how fashion can extend the legacy of cinema, transforming screen moments into cultural style statements. More importantly, it reflects the evolving relationship between brands, films, and audiences—a relationship built on shared experiences, emotional resonance, and the desire to be part of something larger than oneself.  

The exclusive Dhurandhar merchandise collection is now available only on AJIO. For fans, it’s more than just a shopping opportunity; it’s a chance to step into the cinematic universe, to embody its energy, and to showcase their fandom in style. In doing so, AJIO and Jio Studios have not just launched a fashion line—they’ve created a cultural moment, one that blurs the boundaries between cinema and everyday life.