Adobe acquires Indian marketing intelligence startup Rilo

Adobe has agreed to acquire India-based startup Rilo through a deal that includes licensing its technology and bringing on its team. This marks Adobe's second acquisition in India, following its 2023 purchase of video platform Rephrase.ai. Neither company disclosed the deal's financial terms, and Adobe declined to comment beyond confirming the transaction.

Rilo was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan. The startup had raised $1 million from investors including PeakXV, DeVC, and Day Zero Ventures at a $10 million valuation. According to a source, investors will receive an exit through this deal, while Adobe will absorb part of Rilo's intellectual property along with its six-person team.

What Rilo built

Rilo's platform let go-to-market teams build custom workflows for tasks such as competitor intelligence, content repurposing and distribution, and sales call analysis. Its offering was comparable to workflow-building tools like Claude Cowork and ChatGPT Work. Once the acquisition closes, Rilo will cease operations and will no longer be available to its existing customers.

Day Zero Ventures' Rahul Gupta said Rilo's workflow builder was ahead of its time and would be valuable in enhancing Adobe's customer experience and productivity offerings. DeVC's Rahul Mathur noted that Rilo could fit into Adobe's customer-experience and marketing suite, helping manage complex workflows and giving customers visibility into their actions on the platform.

The deal follows Adobe's larger marketing-focused acquisition last year, when it bought SEO company Semrush for $1.9 billion. Competitors such as Canva have similarly expanded their marketing tools through acquisitions, while Amazon, Google, and Meta have developed their own AI-driven marketing infrastructure.