Bengaluru, Karnataka, India, May 2026 – AJIO.com, the flagship fashion e-commerce platform of Reliance Retail, has appointed Sandeep Karwa as Chief Executive Officer (CEO) – AJIO, SHEIN India, and F&L Online.
A seasoned digital commerce and retail leader with more than two decades of experience, Sandeep Karwa steps into the role at a pivotal phase for India’s fashion and lifestyle e-commerce ecosystem. His leadership will focus on strengthening AJIO’s digital growth strategy, customer acquisition, platform innovation, AI-led commerce capabilities, and ecosystem expansion across fashion and lifestyle categories.
Career Journey
Before joining AJIO.com, Sandeep Karwa served as Country Head at Coupang in Taiwan, where he managed business, product, engineering, finance, supply chain, and operational functions for the global e-commerce company. His role included overseeing customer growth, platform operations, and technology-led commerce initiatives.
Earlier, he spent nearly thirteen years with Flipkart across multiple strategic leadership roles. Most recently, he served as Vice President – Flipkart Ads Platform, focusing on ad monetization and AI-led platform capabilities, including Large Language Models and machine learning-driven initiatives. Prior to that, he served as Vice President – Business Head, Fashion/Softlines, where he led customer acquisition and retention businesses across fashion categories.
He also headed several strategic business initiatives at Flipkart, including Vice President – Flipkart Quick & Flipkart Wholesale, where he led product management, strategy, business development, and design functions for new business initiatives and hyperlocal commerce programs. Earlier assignments included leadership roles as Senior Director – Business Head, Television and Appliances Business Unit, Director of Product Management, and Director – Business Head, Smartphones Business Unit, where he managed category growth, customer platforms, and marketplace initiatives.
Alongside his executive responsibilities, Sandeep Karwa also served on the Board of Directors of Walmart India, Wildcraft India, and Arvind Fashions Limited through various strategic leadership mandates.
Earlier in his career, he worked with The MobileStore Limited as Senior Manager, with ICICI Lombard as Manager, and began his professional journey as a Dotnet Developer at Atos Syntel.
Sandeep Karwa holds an MBA in Marketing from Management Development Institute, Gurgaon.
AJIO.com is one of India’s leading fashion and lifestyle e-commerce platforms and the digital fashion arm of Reliance Retail.
Known for its curated fashion marketplace, AJIO offers more than 1.3 million styles across over 5,000 brands, spanning international labels, owned brands, and homegrown fashion categories. The platform continues to strengthen its position within India’s rapidly growing online fashion and lifestyle ecosystem through digital innovation, customer experience, and technology-led commerce capabilities.
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