Adobe Acquires Indian Marketing Intelligence Startup Rilo

Adobe just made another acquisition in India. This time, it is a marketing intelligence startup called Rilo.

Let me break down what is happening.

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The Deal

Adobe has acquired Rilo, an India-based marketing intelligence startup. The deal involves licensing and team acquisition. This is Adobe’s second acquisition from India, following its purchase of video platform Rephrase.ai in 2023.

The companies did not disclose the deal terms.

Beyond confirming the deal, Adobe declined to comment.

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What Rilo Does

Rilo focuses on automating marketing workflows. As companies use AI to build tools for automating campaign creation, deployment, and tracking, Rilo helps streamline these processes.

The startup lets go-to-market teams create custom workflows including:

• Competitor intelligence
• Content repurposing and distribution
• Sales call analysis

It also allowed teams to set up custom workflows comparable to tools like Claude Cowork and ChatGPT Work.

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.

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The Team and Funding

Rilo was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan. The startup raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation.

More than 10,000 people had tried out the tool, according to Jaglan.

The six-member team will be integrated into Adobe. Investors will get an exit from this deal.

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Post-Acquisition

Rilo will shut down and will not be available to its customers.

Rahul Gupta, managing partner at Day Zero Ventures, said:

“We’re very excited that Rilo has been acquired by Adobe in such a short span of time. 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.”

DeVC’s Rahul Mathur told TechCrunch that Rilo could fit into Adobe’s CX and marketing suite to handle complex workflows and give customers visibility into actions they take on the creative company’s platform.

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The Bigger Picture

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

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.

Rilo’s technology could bolster Adobe’s existing products as the company targets its larger customers.

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The Bottom Line

Adobe acquired Indian marketing intelligence startup Rilo. The six-member team and IP will be integrated into Adobe. Rilo will shut down. The deal is Adobe’s second acquisition from India.