Ajio launched in 2016 as Reliance Retail's fashion play and has consistently positioned itself slightly upmarket from Myntra — less discount-festival noise, more editorial-feeling presentation. Their ethnic wear section has grown significantly and they now carry a solid mix of known brands and their own house labels. I've been comparing Ajio and Myntra for two years now and I wanted to do one properly documented haul to pin down where the real differences lie.
| Item | Label | Price (Rs) | Quality (1-10) | Fit | Keep or Return? |
|---|---|---|---|---|---|
| Printed Straight Kurta | Itse (Ajio label) | 599 | 7 | True to size | Keep |
| Embroidered Anarkali Set | Indie Picks | 1,199 | 6 | Runs slightly large | Keep — acceptable |
| Chanderi Silk Kurta | W | 1,049 | 8 | True to size | Keep — great deal |
| Floral Palazzo Set | Itse | 799 | 6 | Palazzo a bit wide | Keep |
| Banarasi Silk Saree | Indie Picks | 1,499 | 4 | N/A | Returned — not Banarasi |
| Sharara Set | Indie Picks | 999 | 5 | Top tight, bottom loose | Returned |
| Cotton Straight Kurta | Biba | 699 | 8 | True to size | Keep |
| Embellished Lehenga Set | Indie Picks | 1,799 | 6 | Skirt runs large | Keep for the price |
| Linen Blend Kurta | Soch | 849 | 7 | True to size | Keep |
| Salwar Suit Set | Itse | 749 | 6 | Slightly boxy | Keep |
| Organza Saree | Indie Picks | 899 | 5 | N/A | Kept — acceptable at price |
| Chikankari Kurta | Indie Picks | 999 | 5 | Runs large | Returned |
| Mirror Work Kurti | Itse | 349 | 5 | True to size | Keep — casual wear |
The Good
Ajio's W brand chanderi kurta at Rs 1,049 was the standout value piece. W's chanderi fabric has a genuine semi-translucent quality and the silver thread woven into the border gives it a festive feel without going overboard. At full price on W's website this is Rs 1,795 — so the Ajio Big Bold Sale price represented a real saving. This is exactly the kind of branded piece worth targeting during Ajio sales.
Ajio's Itse private label surprised me more than I expected. The printed straight kurta at Rs 599 was better than several branded items in the haul — the cotton weight was solid, the block print was crisp, and the side seam stitching was clean. Itse seems to be an Ajio investment in quality private label, unlike Myntra's equivalent which is consistently poor. I'd cautiously recommend watching Itse's catalog, particularly their printed cotton pieces.
The Rs 1,799 Indie Picks lehenga set was good relative value for a three-piece festive set. The lehenga itself had a decent weight georgette with a real printed (not embroidered) border — at the price, that's fair. The choli was lined and reasonably stitched. The dupatta was thin but manageable. This isn't a lehenga you'd wear to a wedding, but for a family Diwali function or engagement, it works.
The Bad
The 'Banarasi silk saree' at Rs 1,499 was the biggest disappointment and a lesson in reading product descriptions carefully. 'Banarasi inspired' is buried in the description — the saree is a synthetic jacquard with a Banarasi-like woven pattern, not actual Banarasi silk weaving. Genuine Banarasi silk starts at Rs 5,000-8,000 for the most basic versions. Anything called 'Banarasi' under Rs 3,000 online is almost certainly synthetic brocade. Ajio's listing photography made this look significantly richer than it was.
The chikankari kurta at Rs 999 falls into the same trap I see repeatedly — machine embroidery labelled as chikankari. Genuine Lucknow chikankari has a hand-done quality, slight irregularity between stitches, and specific traditional stitch types (shadow work, phanda, murri). This kurta had none of those hallmarks. The embroidery was flat and mechanical. Rs 999 for machine embroidery labelled 'chikankari' is not a good deal when you can buy real chikankari from Lucknow cooperative sellers online for Rs 1,200-1,500.
The sharara set's sizing failure — tight top, excessively wide sharara — is the same issue I see across the market for this garment type. But at Rs 999, Ajio's quality control on the stitching should be better than it was. The inner lining of the kurta top had an exposed seam that rubbed against the underarm area. I returned it without hesitation.
biba
BIBA Women's Cotton Straight Printed Kurta
biba
BIBA Women's Cotton Printed Kurta Set with Dupatta
biba
BIBA Women's Cotton A-Line Churidar Suit
libas
Libas Women's Embroidered Cotton Straight Kurta with Palazzos & Dupatta
Value for Money
My Rs 10,200 Ajio order resulted in Rs 3,797 of returns (Banarasi saree, sharara set, chikankari kurta). The Rs 6,403 I kept represented good value overall — better than an equivalent Myntra spend on non-branded items. The clear pattern: Ajio is worth buying for established brands (W, Biba, Soch) at sale prices, and their Itse label is a reasonable bet for simple printed pieces. Indie Picks is inconsistent — some hits, more misses.
Who Should Buy
- Shoppers who already have favourite brands (W, Biba, Soch) and want to catch them at sale prices without the discount-fatigue energy of a Myntra sale
- Those looking for a curated ethnic wear experience with less overwhelming choice than Myntra — Ajio's editorial curation genuinely makes browsing easier
- Buyers willing to try Ajio's Itse private label for simple everyday pieces — it's better than most marketplace private labels I've tested
- Anyone looking for mid-range festive lehenga sets in the Rs 1,500-2,000 range — Ajio's range here is broader and better presented than Myntra
Skip If
- You want genuine craft items like real Banarasi silk, authentic chikankari, or handloom sarees — these are available on Ajio in name but rarely in reality at accessible prices
- You're buying for a significant event on a tight timeline — Ajio's delivery times during sale periods can be unreliable, and some items get cancelled post-order if stock runs out
- You find Ajio's return process frustrating — unlike Myntra's very polished return system, Ajio's returns can be slow to be picked up and refunds sometimes take 2+ weeks
OUR VERDICT
Ajio is a genuinely solid ethnic wear platform for shoppers who know what they want — established brands on sale, or simple everyday pieces from their Itse label. The problems arise when you venture into craft-labelled items that promise artisan credentials they don't deliver. Go in with the same price-tracker discipline you'd use on Myntra, focus on branded items during sales, and treat Indie Picks as a lucky-dip rather than a reliable destination.