In our 2025 report on the fastest-growing ecommerce platforms on Instagram, AJIO Life ranked third, gaining 2.6 million new followers between March 2024 and March 2025. This strong performance came from consistent content, community-driven creators, and a clear understanding of what connects with their Indian and global South audiences.
Let’s take a look at how AJIO built that growth.
A feed focused on real style and local culture
AJIO Life uses Instagram to show what everyday fashion looks like in India. It doesn’t rely on celebrity-focused campaigns or ultra-polished visuals. The account focuses on styling content from creators who reflect real, relatable experiences. That includes everything from wedding wear to everyday budget fashion, often filmed in creators’ homes or local neighborhoods.
The brand’s most common formats are Reels. These include quick try-ons, styling videos, mini lookbooks, and product close-ups. Many posts also tie into regional festivals, music releases, or lifestyle moments like maternity shoots and family events. The content feels local and personal.
This kind of visual storytelling has helped AJIO stand out from global competitors. The feed speaks directly to people who want fashionable, affordable clothing that fits their life.
Creators who understand the audience
AJIO works with hundreds of creators, many of whom post about fashion daily. These creators tend to fall into mid-tier ranges, often with 10k to 500k followers. The brand chooses partners based on fit and frequency rather than follower count alone.
Here are a few top creators featured across dozens of posts in the past year:
@varundvn
@shraddhakapoor
@kartikaaryan
@klrahul
@avneetkaur_13
These creators span categories like menswear, ethnic fashion, Bollywood lifestyle, maternity wear, and modest clothing. Their content doesn’t feel like a campaign. It feels like part of their daily feed.
Most use AJIO as part of their regular outfits and tag the brand naturally. Some create dedicated videos or mini-series around AJIO collections, especially during key moments like Diwali or wedding season. That repeated collaboration helps followers associate the creators with the brand.
Why the content works
AJIO Life’s content feels like a mix of trend-following and tradition. Many posts feature trending audio and short edits, but the styling and product focus stay grounded in daily life.
There’s a balance between global Reels formats and regional context. For example, a creator might film a trending transition video but use it to showcase a kurta set for Eid. Or a mom might film a “get ready with me” video for a school event wearing an AJIO sari.
The result is a feed that looks consistent but varied. It uses the structure people expect from social media, but fills it with culturally rich content. That’s what drives high engagement.
Strong numbers across regions
AJIO Life is based in India, but the account is also growing quickly in the USA and Brazil, largely due to diaspora reach and rising visibility of Indian fashion.
Because the content is heavily visual, it performs well even outside Hindi-speaking or regional audiences. The videos don’t rely on captions or dialogue. They show fashion in action – what it looks like, how it fits, and how to wear it.
This approach helps AJIO expand internationally without changing the message. A maternity outfit in Delhi and a styling tip in New York can look and feel the same, even when the context is different.
AJIO Life Instagram performance: March 2024 – March 2025
Follower growth: +2.6 million
Reach: 362 million
Engagement rate: 16.3%
Influencers activated: 1,987
Posts featured: 3,890
Average views per post: ~30,548
Average likes per post: ~2,770
Average comments per post: ~153
Top markets: India, USA, Brazil
Most common content types:
Budget fashion hauls
Regional styling Reels
Maternity and modest wear try-ons
Celebrity collabs and music tour promos
A 16.3% engagement rate is extremely high for an ecommerce brand. This shows the audience is not only watching but responding, especially when creators use call-to-action formats like polls, swipes, or comment-based styling prompts.
What other ecommerce brands can learn from AJIO Life
Use creators who reflect the customer
AJIO picks creators who already dress the way their audience does. Their style is accessible, and they post regularly, which builds consistency.
Balance trend and culture
The feed blends modern Reels formats with cultural storytelling. That means creators can use trending audio and edits while still showcasing outfits for real-life Indian occasions.
Stay visible through repeat collaborations
Instead of one-off sponsorships, AJIO returns to the same creators often. That repetition builds memory and strengthens the brand’s voice over time.
Build content around regional events
Festivals, weddings, and even local school events give structure to AJIO’s content calendar. These events help the feed stay timely and rooted in community.
Keep the format simple and watchable
Most AJIO posts follow a straightforward structure – short clips, strong visuals, and outfit focus. That simplicity makes it easier for creators to keep posting and for users to keep watching.
Final thoughts
AJIO Life grew on Instagram by focusing on real people, real styling, and relevant cultural content. It built visibility through mid-tier creators who post often, dress with intention, and connect directly with followers.
The result is a feed that feels local, reliable, and always in motion. If you’re an ecommerce brand looking to grow on Instagram, AJIO is a strong example of how to scale by staying close to your audience.
Want more brand breakdowns like this?
Download the full Top Ecommerce Platforms on Instagram 2025 report to explore all 10 brands and see what’s driving growth across the category.
