Adobe acquires Indian market intelligence startup Rilo
Adobe has acquired Rilo, an India-based marketing intelligence startup, in a deal that includes both technology licensing and team integration. This marks Adobe's second acquisition from India, following its purchase of video platform Rephrase.ai in 2023. Rilo, founded by IIT batchmates Georgi Boby and Dhruv Jaglan in 2025, had previously raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation. Post-acquisition, Rilo will cease operations, and its six-member team will join Adobe to bolster its marketing workflow automation capabilities. The deal terms were not disclosed by either company.
Adobe's acquisition of Rilo, an Indian marketing intelligence startup, reflects a broader trend of major tech players integrating AI-powered marketing automation. Rilo's technology, focused on custom workflows for competitor intelligence and content distribution, will enhance Adobe's offerings for larger customers. This move follows Adobe's 2023 acquisition of Rephrase.ai, also from India, and its $1.9 billion purchase of Semrush last year, underscoring a consistent strategy to expand its marketing and customer experience suite. The deal provides an exit for Rilo's investors, including Peak XV, and integrates a six-member team into Adobe. For the Indian startup ecosystem, this acquisition highlights the continued attractiveness of specialized AI solutions to global tech giants. The key thing to watch is how effectively Adobe integrates Rilo's IP to compete with rivals like Canva, Amazon, Google, and Meta, all of whom are building their own AI-powered marketing tools.
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