Adobe has acquired Rilo, a Mumbai-based startup that automates marketing workflows, in a licensing and team deal that marks its second acquisition in India. Financial terms were not disclosed, and Rilo will shut down rather than keep serving customers.
Rilo’s six-person team built tools that let go-to-market groups string together custom processes, covering competitor intelligence, content repurposing, distribution and sales-call analysis. The workflows compete with agentic assistants such as Claude Cowork and ChatGPT Work, letting marketers act on meeting notes and campaign data without jumping between apps.
Founders Georgi Boby and Dhruv Jaglan, IIT batchmates, started the company in 2025 and raised about $1M from PeakXV, DeVC and Day Zero Ventures at a $10M valuation. A person familiar with the deal told TechCrunch that those investors will exit through the acquisition.
Adobe plans to fold Rilo’s intellectual property into its Experience Cloud products as enterprises shift campaign work to AI agents that create, deploy and track marketing across platforms like ChatGPT, Gemini and Claude.
The purchase follows Adobe’s 2023 pickup of Rephrase.ai, its first Indian startup acquisition, and signals a broader hunt for small AI teams in the region’s talent pool.
