India, Nov. 11 -- Reliance Retail didn't have yet another ecommerce experiment in mind when it rolled out Ajio. Instead, it wanted to make a statement to challenge online fashion giants. With its strong liquidity support, sprawling offline presence, and partnerships with global and homegrown brands, Reliance wanted to replicate its offline dominance on the digital landscape.

Reliance had complete clarity when Ajio took off. It wanted Ajio to be India's definitive premium fashion destination - a sleeker alternative to the chaotic, deal-driven marketplaces.

The early-day traction was impressive, especially during the period when Myntra's integration with Flipkart had blurred user experiences. "There was a time when Myntra shoppers were re...