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 Adobe\u2019s second acquisition from India after it bought video platform Rephrase.ai in 2023. The companies didn\u2019t disclose the deal\u2019s terms.<\/p>\n
Beyond confirming the deal, Adobe declined to comment.<\/p>\n
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. Rilo\u2019s technology could bolster Adobe\u2019s existing products as the company targets its larger customers. <\/p>\n
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 Rilo\u2019s IP along with the six-member team. Jaglan mentioned on LinkedIn that more than 10,000 people had tried out the tool.<\/p>\n
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. <\/p>\n
Post-acquisition, Rilo will shut down and won\u2019t be available to its customers.<\/p>\n \u201cWe\u2019re very excited that Rilo has been acquired by Adobe in such a short span of time,\u201d Rahul Gupta, managing partner, Day Zero Ventures told TechCrunch over email. \u201cTheir 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.\u201d<\/p>\n Adobe made a marquee marketing acquisition last year by buying SEO optimization company Semrush for $1.9 billion. <\/p>\n DeVC\u2019s Rahul Mathur told TechCrunch that Rilo could fit into Adobe\u2019s CX and marketing suite to handle complex workflows and give customers visibility into actions they take on the creative company\u2019s platform. <\/p>\n 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. <\/p>\n The story has been updated with co-founders\u2019 post mentioning the stat.<\/em><\/p>\n<\/div>\n [analyse_source url=”https:\/\/techcrunch.com\/2026\/09\/02\/adobe-acquires-indian-market-intelligence-startup-rilo\/”]<\/p>\n","protected":false},"excerpt":{"rendered":" [analyse_image type=”featured” src=”https:\/\/techcrunch.com\/wp-content\/uploads\/2024\/09\/GettyImages-2162453288.jpg?resize=1200,800″] 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 Adobe\u2019s second acquisition from India after it bought video platform Rephrase.ai in 2023. The companies didn\u2019t disclose the deal\u2019s terms. Beyond confirming the deal, Adobe declined to comment. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,62],"class_list":["post-2125829","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-techcrunch-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2125829","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2125829"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2125829\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2125829"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2125829"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2125829"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Dhruv](\"https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/09\/Dhruv-Jaglan-and-Georgi-Boby-Co-founders-Rilo.jpg?w=680\")