Fashion commerce platform ZILO has announced a strategic partnership with celebrated stylist and fashion editor Anaita Shroff Adajania, who joins the company as Style Director and equity partner. The move marks a significant milestone in India’s evolving D2C ecosystem, as ZILO deepens its focus on curated, editorial-led fashion discovery alongside its on-demand, try-at-home commerce model.
The partnership signals ZILO’s ambition to go beyond transactional shopping and build a discovery-first, content-driven Direct-to-consumer India platform. As Style Director, Anaita will play a hands-on role in shaping ZILO’s fashion identity. Her responsibilities include curating seasonal edits, contributing to collection development, and introducing select premium and emerging brands to the platform. She will also feature through a dedicated page on the ZILO app, where users can browse, shop, and build complete looks curated by her across multiple brands.
This collaboration is structured as a long-term engagement, reinforcing ZILO’s belief that fashion discovery works best when guided by strong editorial direction rather than endless product listings. Users will be able to shop entire looks curated by Anaita, try them at home, and retain only what they choose—continuing ZILO’s differentiated service model that blends quick commerce D2C, convenience, and thoughtful styling. The approach reflects a broader shift in D2C consumer behavior India, where shoppers increasingly value inspiration, trust, and curation.
ZILO’s leadership sees this partnership as a strategic inflection point. Co-Founder and Chief Investment Officer Bhavik Jhaveri said Anaita’s decision to come on board as an equity partner aligns deeply with the brand’s core philosophy. Her creative lens, editorial authority, and belief in ZILO’s vision are expected to elevate how Indian consumers discover, style, and shop fashion in real time—an increasingly important theme in D2C industry news and Indian D2C updates.
Echoing this sentiment, Co-Founder and CEO Padmakumar Pal described the partnership as a strong validation of ZILO’s long-term vision. By merging technology-led speed with editorial depth, ZILO aims to build a fashion platform that is smart, sustainable, and style-forward. Anaita’s equity participation underscores confidence in ZILO’s business model and positions the company well within conversations around VC-backed D2C brands, D2C startup news, and future D2C funding rounds, even as it prioritises brand-building over short-term scale.
For Anaita Shroff Adajania, the decision to invest in and partner with ZILO was driven by a clear understanding of changing shopping patterns. As Indian consumers move toward instant access, guided discovery, and elevated yet accessible fashion, ZILO’s blend of speed, accessibility, and editorial storytelling stood out. The partnership allows her to translate high-fashion sensibilities and celebrity styling into curated, everyday edits that consumers can explore and shop instantly—bridging aspiration and practicality in D2C fashion and lifestyle.
As ZILO continues to integrate curated content with on-demand commerce, the platform is positioning itself at the intersection of technology, taste, and trust.
In a crowded D2C business India landscape, this collaboration highlights how creator-led and celebrity-backed D2C startups can build differentiation through authenticity and long-term creative leadership. With editorial authority now embedded at the core of its model, ZILO is emerging as a compelling case study in how the next generation of Indian D2C brands will scale—by guiding consumers, not overwhelming them.
