Adobe expands its marketing tech portfolio with acquisition of indian startup Rilo

Adobe has acquired Rilo, an Indian marketing intelligence startup, in a deal involving licensing and team integration, according to TechCrunch. This marks Adobe’s second acquisition from India, following the purchase of Rephrase.ai in 2023. The deal’s terms were not disclosed, and Adobe declined to comment further. Rilo, founded in 2025 by Georgi Boby and Dhruv Jaglan, raised $1 million at a $10 million valuation and is now set to shut down post-acquisition. The company’s technology focuses on automating marketing workflows, including competitor intelligence and sales call analysis. A source indicated that investors will receive an exit, and Adobe will integrate Rilo’s IP and six-member team. Rahul Gupta of Day Zero Ventures praised the acquisition, highlighting Rilo’s workflow builder as a valuable asset for Adobe. DeVC’s Rahul Mathur added that Rilo could enhance Adobe’s CX and marketing suite. Adobe’s recent $1.9 billion acquisition of Semrush underscores its strategy to bolster marketing capabilities. Meanwhile, competitors like Canva, Amazon, Google, and Meta are also expanding their AI-driven marketing tools.