Adobe acquires Indian market intelligence startup Rilo

Adobe has acquired Rilo, an Indian-based marketing intelligence startup, in a deal that includes both the licensing of its technology and the integration of its team. The acquisition marks Adobe's second venture into acquiring Indian startups, following its purchase of Rephrase.ai, a video platform, in 2023. While the financial terms of the deal remain undisclosed, Adobe confirmed the acquisition and did not provide further comments beyond that confirmation. Rilo was founded in 2025 by IIT alumni Georgi Boby and Dhruv Jaglan. The startup secured $1 million in funding from investors including Peak XV, DeVC, and Day Zero Ventures, with a valuation of $10 million. According to a source, the current acquisition provides these investors with an exit opportunity. Adobe plans to incorporate certain intellectual property from Rilo alongside its six-member team. Jaglan shared on LinkedIn that more than 10,000 users had tested Rilo’s tool. Rilo specialized in enabling go-to-market teams to develop custom workflows, encompassing areas such as competitor intelligence, content repurposing and distribution, and sales call analysis. Its offerings were comparable to tools like Claude Cowork and ChatGPT Work, allowing teams to streamline processes related to campaign creation, deployment, and tracking. Following the acquisition, Rilo will cease operations and its services will no longer be accessible to its customers. Rahul Gupta, managing partner at Day Zero Ventures, expressed enthusiasm over Rilo's acquisition by Adobe. He noted that Rilo's workflow builder product was significantly advanced and would be highly beneficial for Adobe in improving customer experience and productivity. DeVC’s Rahul Mathur suggested that Rilo's capabilities could complement Adobe’s existing Customer Experience (CX) and marketing solutions, facilitating complex workflows and providing customers with insights into their activities on Adobe's platform. Adobe's recent acquisition of Semrush, an SEO optimization company, for $1.9 billion highlights its strategic focus on expanding its marketing portfolio. Competitors such as Canva have similarly enhanced their marketing offerings through acquisitions and new product launches. Additionally, major tech firms like Amazon, Google, and Meta have developed their own AI-driven marketing infrastructure. Rilo's co-founders, Dhruv Jaglan and Georgi Boby, have not yet commented publicly on the acquisition beyond Jaglan's LinkedIn post. However, the acquisition underscores Adobe's ongoing efforts to strengthen its position in the evolving landscape of digital marketing and artificial intelligence. As Adobe integrates Rilo's technologies, it aims to enhance its existing product lines and better serve its enterprise clients.