e-commerce
Priyanka Chauhan appointed as vice president– Ajio Luxe at Reliance Brands Limited
MUMBAI: Priyanka Chauhan has stepped into the hot seat as vice president of Ajio Luxe, the premium arm of Reliance Brands Limited. Her mission: to supercharge growth and polish the luxury shopping experience at one of India’s fastest-growing online fashion destinations.
Reliance Brands, part of the Reliance Industries empire, has built a formidable presence across apparel, footwear and lifestyle categories. Its sprawling portfolio of international partnerships covers everything from casual wear and handbags to food and children’s fashion, cementing its status as a retail heavyweight across the subcontinent.
Chauhan arrives with serious firepower. Over a decade in the trenches of retail, e-commerce and omnichannel operations she has sharpened her skills at Bestseller India, where she ran marketplace, omnichannel and quick commerce for Jack & Jones, Vero Moda and the broader Bestseller stable. Before that, she cut her teeth at Ritu Kumar, Snapdeal and Gap Inc., shepherding brands like Old Navy across global markets.
Her credentials run deep: degrees from the Indian Institute of Management, Kozhikode and NIFT Hauz Khas provide the academic backbone to her hands-on expertise.
Now, with luxury retail in India hitting its stride, Chauhan has the platform—and the pressure—to deliver. The bet is that her blend of digital nous and retail chops will keep Ajio Luxe ahead of the pack.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
