Adobe acquires Indian marketing automation startup Rilo
Adobe has acquired Rilo, an Indian startup specializing in marketing intelligence and workflow automation, with terms undisclosed. The six-person team and some of Rilo's intellectual property will be integrated into Adobe, while the startup will cease operations. This marks Adobe's second acquisition in India after Rephrase.ai in 2023.
Rilo was founded in 2025 by IIT graduates Georgi Boby and Dhruv Jaglan, having raised $1 million from Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation. The startup's six-person team will join Adobe, and its investors are receiving an exit through the transaction. Rilo's platform enabled go-to-market teams to build custom workflows for competitor intelligence, content repurposing, and sales call analysis.
This marks Adobe's second acquisition in India, following its purchase of Rephrase.ai in 2023. The company also acquired SEO firm Semrush for $1.9 billion last year. Rilo's workflow automation technology could strengthen Adobe's customer experience and marketing suite, particularly as rivals like Canva expand their marketing portfolios and tech giants build AI-powered advertising tools.
This acquisition reflects a broader consolidation trend as large software firms absorb nimble AI startups to enhance their marketing offerings. Enterprise customers could benefit from more integrated workflow automation within Adobe's existing suite, potentially streamlining campaign management. However, Rilo