Adobe acquires Indian market intelligence startup Rilo

Adobe acquires Indian market intelligence startup Rilo | TechCrunch

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Adobe acquires Indian market intelligence startup Rilo

7:03 AM PDT · September 2, 2026

Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition, TechCrunch learned and the company confirmed. This is Adobes second acquisition from India after it bought video platform Rephrase.ai in 2023. The companies didnt disclose the deals terms.

Beyond confirming the deal, Adobe declined to comment.

The acquisition gives Adobe a small team and technology focused on automating marketing workflows, which have been changing as companies use AI to build tools to automate the creation, deployment, and tracking of campaigns, get action items from meetings or calls to complete tasks, and increase brand visibility on platforms like ChatGPT, Gemini, and Claude. Rilos technology could bolster Adobes existing products as the company targets its larger customers.

Founded by IIT batchmates Georgi Boby and Dhruv Jaglan in 2025, Rilo raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation. A source told TechCrunch that investors will get an exit from this deal, and Adobe will integrate some of Rilos IP along with the six-member team. Jaglan mentioned on LinkedIn that more than 10,000 people had tried out the tool.

The company worked on letting go-to-market teams create custom workflows, including competitor intelligence, content repurposing and distribution, and sales call analysis. It also allowed teams to set up custom workflows comparable to tools like Claude Cowork and ChatGPT Work.

Post-acquisition, Rilo will shut down and wont be available to its customers.

Rilo co-founders Dhruv Jaglan and Georgi BobyImage Credits:Rilo

Were very excited that Rilo has been acquired by Adobe in such a short span of time, Rahul Gupta, managing partner, Day Zero Ventures told TechCrunch over email. 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.

Adobe made a marquee marketing acquisition last year by buying SEO optimization company Semrush for $1.9 billion.

DeVCs Rahul Mathur told TechCrunch that Rilo could fit into Adobes CX and marketing suite to handle complex workflows and give customers visibility into actions they take on the creative companys platform.

Rivals like Canva have also bolstered their marketing portfolio with acquisitions and new launches. Meanwhile, Amazon, Google, and Meta have built their own AI-powered marketing rails.

The story has been updated with co-founders post mentioning the stat.

Adobe, AI, India, Mergers and Acquisitions, Peak XV Partners, Startups

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Ivan covers global consumer tech developments at TechCrunch. He is based out of India and has previously worked at publications including Huffington Post and The Next Web.

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