How AJIO scaled 900+ landing pages across every channel using Jio Commerce Platform powered by Fynd

AJIO is one of India's leading fashion and lifestyle e-commerce platforms, serving over 11 crore shoppers with a curated mix of brands across apparel, footwear, accessories and beauty. Their reputation is built on 3 pillars: timely, relevant and personalized shopping experiences that surface the right products to the right customer at the right moment.

With 900+ landing pages to migrate and a major sale on the horizon, AJIO had to shift its entire content management without taking anything offline or disrupting a single customer.

The challenge: Content at commerce scale doesn't manage itself

Ahead of the AJIO Big Bold Sale, the platform had to undergo a major infrastructure shift and do it live, without disrupting a single customer's experience.

Managing content across channels had become increasingly difficult. 

AJIO's 900+ landing pages served different campaigns, sales, and customer segments, creating a complex content environment that spanned Web, M-site, Android, and iOS.

The rollout had to be ready for a high-stakes sale window

The AJIO Big Bold Sale could not wait. The new CMS had to be live, stable and ready before the sale opened because that's when every landing page matters most.

Security and user data handling had to be uncompromising

With approximately 11.2 crore AJIO users in scope, the migration had to meet rigorous InfoSec requirements as well, which meant keeping customer data secure, compliant and future-ready.

Legacy dependencies had to be navigated carefully

AJIO could not go offline for a migration. The new CMS had to be introduced around everything already running without touching what worked and without anyone noticing the shift.

The solution: How Fynd and JCP scaled AJIO's content operations

Fynd partnered with Jio Commerce Platform to deploy a purpose-built CMS for AJIO, designed to behave like an enterprise content engine, not a generic publishing tool 

Rather than a big-bang replacement, the team created a focused, production-ready version of the platform for AJIO's specific needs. Fynd worked closely with AJIO to build and deploy a focused production-ready version of the JCP CMS.

On go-live day, all AJIO landing pages went live on JCP CMS; across the web, M-site, Android and iOS simultaneously.

A single platform for every content touchpoint

Fynd replaced fragmented content with a single publishing layer. Every AJIO landing page, including the homepage, now runs through one system. A customisation for each platform is enabled, where the business teams can control what to show to customers on each of the 4 platforms including; web, MSite, Android or iOS application.

Maker-checker governance for high-pressure moments

Content operations at enterprise scale require control. Fynd implemented a maker-checker workflow and introduced structured review and validation into every publishing action. It reduced the risk of errors during high-pressure sale periods when multiple teams were updating experiences simultaneously.

Personalisation at the cohort and location level

Through amplitude-powered cohorting and Theme Zone capabilities, Fynd enabled AJIO to create targeted landing page experiences for different audience segments. Teams can now tailor landing pages based on pincode, state and city, making the shopping experience feel locally relevant to every customer.

Secure real-time user sync at massive scale

Fynd helped AJIO securely migrate and sync their 11.2 crore users, supporting large-scale personalisation and targeting while maintaining a rigorous approach to data security.

The impact: What happens when content operations meet commerce scale

900+ pages live on iOS, Android, Web and Msite

With Fynd and Jio Commerce Platform powering the migration, every AJIO landing page, including the homepage, was brought live on JCP CMS across Web, M-site, Android and iOS. The transition happened without customer disruption, creating a stronger foundation for future growth while maintaining a seamless shopping experience.

Sale readiness without compromise

The platform went live ahead of the AJIO Big Bold Sale running from May 28 to June 14, 2026 deployed by Fynd and JCP CMS. The platform remained stable through sharp traffic spikes, rapid content changes and high-volume merchandising updates. The infrastructure built for scale performed exactly as designed when it mattered most.

Governance kept operations clean under pressure

With maker-checker workflows embedded into the CMS, content teams could move quickly without sacrificing control. Publishing risk dropped precisely when the stakes were highest.

Personalisation and security offered to 11.2 crore users

By combining secure user synchronisation, cohort-based targeting, and location-aware rendering, Fynd enabled AJIO to move beyond one-size-fits-all landing pages. Customers now receive experiences tailored to their interests and location, improving campaign relevance and product discovery while maintaining enterprise-grade security standards.

Want to bring your content operations to production scale? See what Fynd can do for your brand.

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