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How Furrl Is Building a Fashion First Growth Engine With AI-Powered Discovery
AI is fundamentally changing how fashion is discovered online. In a conversation with Esha Tiwary, CEO of Furrl, the focus shifts to why discovery, not transactions, will define the future of e-commerce and how AI is unlocking scale for India's homegrown D2C brands.
Artificial intelligence is rapidly moving from a support function to a strategic growth engine in e commerce. While early applications focused on backend efficiencies, the real disruption today is happening at the discovery layer. According to Esha Tiwary, CEO of Furrl, the brands that win in the future will not be the ones with the largest catalogs but the ones that solve discovery in the most intuitive and time efficient way.With close to two decades of experience building zero to one businesses across startups, large enterprises, and venture capital, Esha's journey spans healthcare, fashion, and consumer technology. Her exposure to both large platforms and emerging founders revealed a critical gap. While social platforms helped homegrown brands reach consumers, shoppers struggled to find high-quality independent labels in a meaningful and trusted way. This insight laid the foundation for Furrl.
AI is now reshaping the entire e-commerce value chain, from tagging and cataloguing to checkout and customer profiling. However, Esha emphasises that discovery is where differentiation truly lies. As e-commerce journeys become standardised, the ability to surface the right products quickly becomes a competitive advantage rather than a feature.
Today's consumer is far more evolved and far less patient. She does not want endless scrolling, repeated searches, or comparisons across multiple platforms. Instead, she expects a small set of highly relevant options that match her taste, mood, and occasion. Esha compares this to walking into a mall without a fixed purchase intent, where discovery happens organically through browsing and guided assistance.
It is built around replicating this assisted discovery experience online. Rather than presenting individual products, the platform focuses on look-first discovery. Consumers see complete outfits curated for specific occasions such as work, brunch, everyday wear, or celebrations. This approach aligns with how people actually think about fashion, not as isolated items but as complete looks.
At the core of this model is the idea of vibe based discovery. Vibes capture non tangible consumer intent such as comfort cottons, brunch culture, or desi aesthetics. These signals move beyond filters like color or category and allow AI models to understand what a consumer is truly looking for. Over time, as users interact with the platform, the experience becomes increasingly personalised.
For homegrown D2C brands, this model removes significant operational friction. Most independent labels operate with small teams, limited inventory, and rapid design cycles. Traditional marketplaces require months of onboarding, frequent manual uploads, and rigid launch schedules that do not reflect how these brands function. Furrl simplifies this with a quick onboarding process through direct integrations, enabling real-time sync of inventory, pricing, and catalogues.
Once onboarded, Furrl's AI engine manages discovery, image optimization, and look creation automatically. This allows brands to focus on design and product quality while the platform handles customer discovery and conversion. The result is a highly sticky B2B ecosystem where technology actively supports brand growth.
On the consumer side, AI-generated visuals bring looks to life. Advances in image generation now allow complete outfits to be shown on models that reflect Indian sensibilities and real world contexts. This visual storytelling enhances engagement and helps shoppers better imagine how an outfit fits into their lives.
As AI continues to evolve at speed, Esha believes innovation will quickly become hygiene. The platforms that succeed will be those that stay nimble, deeply understand consumer behaviour, and treat discovery as a strategic priority. In this new landscape, relevance, personalisation, and speed will define the future of fashion commerce.
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Source: EconomicTimes
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