Adobe buys India's Rilo, a year-old startup that raised $1M
What's the deal? AdobeDealroom has a profile for this one. Try Dealroom → has acquired RiloDealroom has a profile for this one. Try Dealroom →, an India-based marketing intelligence startup, in a deal involving licensing and team acquisition, the company confirmed to TechCrunch. Terms weren't disclosed. It marks Adobe's second acquisition from India, after it bought video platform Rephrase.ai in 2023.
What each side brings: Founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, Rilo raised $1 million from investors including PeakXV, DeVCDealroom has a profile for this one. Try Dealroom →, and Day Zero VenturesDealroom has a profile for this one. Try Dealroom → at a $10 million valuation. Its technology lets go-to-market teams build custom workflows for competitor intelligence, content repurposing and distribution, and sales call analysis.
What changes? Adobe gains Rilo's six-member team and some of its intellectual property, while investors get an exit, a source told TechCrunch. Rilo will shut down and stop serving its own customers.
Why now? Marketing workflows are shifting as companies use AI to automate the creation, deployment, and tracking of campaigns and boost brand visibility on platforms like ChatGPT, Gemini, and Claude. Rilo's tools are comparable to offerings such as Claude Cowork and ChatGPT Work.
The endgame: Rilo could slot into Adobe's customer experience and marketing suite to handle complex workflows and give customers visibility into their actions on Adobe's platform, DeVC's Rahul Mathur told TechCrunch. The technology could bolster Adobe's existing products as it targets larger customers.
"Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe," Rahul Gupta, managing partner at Day Zero Ventures, told TechCrunch.
The signal: The purchase follows Adobe's $1.9 billion acquisition of SEO firm Semrush last year, underscoring its push into AI-driven marketing. Rivals are moving in step: Canva is expanding its marketing portfolio through acquisitions and launches, while Amazon, GoogleDealroom has a profile for this one. Try Dealroom →, and Meta build their own AI-powered marketing rails.
Read more: TechCrunch
Image credit: Serpstat
