Adobe acquires Indian market-intelligence startup Rilo

Adobe has acquired India-based marketing-intelligence startup Rilo in a deal involving licensing and team acquisition, TechCrunch has learned and the company confirmed. This is Adobe’s second acquisition from India, after it bought video platform Rephrase.ai in 2023. The companies didn’t disclose the deal’s terms, and beyond confirming it, Adobe declined to comment further.

The acquisition gives Adobe a small team and technology focused on automating marketing workflows, an area that has been shifting as companies use AI to build tools for creating, deploying, and tracking campaigns, extracting action items from meetings or calls, and increasing brand visibility on platforms such as ChatGPT, Gemini, and Claude. Rilo’s technology could strengthen Adobe’s 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 the deal, and that Adobe will integrate some of Rilo’s IP along with its six-member team; Jaglan has said on LinkedIn that more than 10,000 people had tried the tool. Rilo let go-to-market teams build custom workflows including competitor intelligence, content repurposing and distribution, and sales-call analysis, and it also let teams set up custom workflows comparable to tools like Claude Cowork and ChatGPT Work. Post-acquisition, Rilo will shut down and won’t remain available to its customers.

“We’re very excited that Rilo has been acquired by Adobe in such a short span of time,” Rahul Gupta, managing partner at Day Zero Ventures, told TechCrunch. Adobe made a marquee marketing acquisition last year, buying SEO-optimization company Semrush for $1.9 billion. Rivals such as Canva have also expanded their marketing portfolios through acquisitions and new launches, while Amazon, Google, and Meta have built their own AI-powered marketing tools.

Why it matters

A six-member team and under two years of operation is a small deal on paper, but it shows how quickly Adobe and its rivals are absorbing AI workflow-automation startups to keep pace with how enterprise marketing teams now operate.