Adobe’s Strategic Expansion: Acquisition of Indian Market Intelligence Startup Rilo

Adobe Acquires Indian Marketing Intelligence Startup Rilo

Adobe has recently made headlines with its acquisition of India-based marketing intelligence startup Rilo. This deal, which involves licensing and team acquisition, marks Adobe’s second acquisition from India, following its purchase of video platform Rephrase.ai in 2023. While the terms of the deal were not disclosed by the companies, TechCrunch learned about the acquisition, which was later confirmed by Adobe.

Despite confirming the acquisition, Adobe declined to provide further comments on the matter.

The acquisition of Rilo provides Adobe with a small team and technology that is focused on automating marketing workflows. With the increasing use of AI in developing tools for automating the creation, deployment, and tracking of campaigns, as well as extracting action items from meetings or calls, companies are looking for ways to enhance brand visibility on platforms like ChatGPT, Gemini, and Claude. Rilo’s technology is expected to strengthen Adobe’s existing products as the company aims to cater to its larger customer base.

Rilo, founded by IIT batchmates Georgi Boby and Dhruv Jaglan in 2025, had previously raised $1 million from investors such as Peak XV, DeVC, and Day Zero Ventures, at a valuation of $10 million. Sources indicate that investors will see an exit from this deal, with Adobe planning to integrate some of Rilo’s intellectual property along with its six-member team.

One of Rilo’s key focuses was enabling go-to-market teams to create custom workflows, including competitor intelligence, content repurposing and distribution, and sales call analysis. The platform also allowed teams to establish custom workflows similar to those offered by tools like Claude Cowork and ChatGPT Work.

Following the acquisition, Rilo will be shutting down its operations and will no longer be available to its customers.

“We’re very excited that Rilo has been acquired by Adobe in such a short span of time,” said Rahul Gupta, managing partner at Day Zero Ventures in an email to TechCrunch. “Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe in enhancing customer experience and productivity.”

In addition to the Rilo acquisition, Adobe made another significant move in the marketing space last year by purchasing SEO optimization company Semrush for $1.9 billion.

Rahul Mathur from DeVC mentioned that Rilo could seamlessly integrate into Adobe’s CX and marketing suite to handle complex workflows and provide customers with insights into their actions on the platform.

Notably, competitors like Canva have also expanded their marketing offerings through acquisitions and new product launches. Moreover, tech giants such as Amazon, Google, and Meta have developed their own AI-powered marketing solutions.

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