Quick commerce startup KiranaPro has acquired Likeo, a virtual try-on startup powered by artificial intelligence (AI) and augmented reality (AR), in an all-stock deal reportedly worth $1 million (INR 8.55 crore). The acquisition marks an important step in KiranaPro’s strategy to expand beyond grocery delivery and establish a strong presence in the fashion commerce space.
With this move, KiranaPro, a Kerala-based startup, is aiming to revolutionize how people shop for fashion online. The company will integrate Likeo’s cutting-edge AR technology into its fashion marketplace app BLACK, giving users a more immersive and interactive shopping experience.
Virtual Trial Rooms for Fashion Shoppers
Likeo’s AI-powered platform specializes in virtual try-on technology, allowing users to try apparel, jewellery, and eyewear through augmented reality without physically wearing them. Now, this technology will be part of the BLACK fashion app by KiranaPro, which launched on Google Play Store on May 16, 2025.
The new virtual trial room feature will help users visualize how clothes and accessories will look on them before making a purchase. According to the company, this will lead to fewer returns, higher customer satisfaction, and a smoother online shopping journey.
The feature will be made available across categories such as apparel, jewellery, and eyewear, creating a mirrorless shopping experience that is both personal and engaging.
Leadership Changes: Saurav Kumar Joins KiranaPro
As part of the deal, Likeo’s founder and CEO Saurav Kumar will join KiranaPro to lead the company’s AI and visual computing division. His role will focus on enhancing BLACK’s AI capabilities, helping it become one of India’s most advanced fashion platforms.
Deepak Ravindran, founder and CEO of KiranaPro, said, “Likeo’s tech allows us to give users a mirrorless shopping experience that’s deeply personal, fun, and frictionless. With Saurav joining us, we’re doubling down on AI and visual intelligence to redefine how Gen Z discovers and shops online.”
KiranaPro’s Growth Strategy in Quick Commerce
Founded in 2024 by Deepak Ravindran and Deepankar Sarkar, KiranaPro began as a quick commerce platform. It partnered with local kirana stores and retailers to deliver groceries in 10 to 20 minutes. It operates through the ONDC network and uses a voice-based AI system to connect users with neighborhood shops.
KiranaPro is now moving into new verticals, such as fashion, technology, and AI, to compete with larger brands and expand its customer base.
The company is backed by several well-known investors, including TurboStart, Unpopular Ventures, Blume Ventures, and Snow Leopard Ventures. Their support has helped KiranaPro grow quickly and enter new markets.
Expansion Through Acquisitions
This latest acquisition comes just two months after KiranaPro purchased hyperlocal grocery delivery startup Joper.app. That deal helped the company expand its presence across 25 Indian cities, including Ranchi, Thane, Kolkata, Jaipur, Mysuru, Noida, and Vaishali.
These back-to-back acquisitions are part of KiranaPro’s mission to build a multi-category commerce platform for Tier 2 and Tier 3 cities.
KiranaPro’s Vision for BLACK
The launch of BLACK, KiranaPro’s fashion marketplace, is a major move into the online lifestyle and fashion segment. By using AR-powered virtual trial rooms, KiranaPro is creating a personalized and futuristic experience for online fashion shoppers.
The BLACK platform is designed for fast-moving customers who want quick access to fashion, just like they get fast deliveries for groceries. The virtual try-on feature is expected to attract fashion-conscious Gen Z and Millennial shoppers, especially those in smaller towns and cities who might not have access to large retail stores.
Competing with Industry Giants
The quick commerce sector in India is highly competitive, with major players like Blinkit, Zepto, and Swiggy Instamart dominating the space. While these brands focus heavily on urban metro areas, KiranaPro aims to dominate Tier 2 and Tier 3 cities, starting from Kerala.
In an earlier interview with Inc42, KiranaPro founder Ravindran said the company plans to onboard 1 million kirana stores and reach 100 million users. The recent acquisitions of Likeo and Joper.app are building blocks toward that goal.
Earlier this year, KiranaPro became India’s first ONDC-integrated quick commerce platform, connecting with over 7 lakh registered vendors. Currently, it has about 30,000 stores registered on its platform, a number expected to rise quickly in the coming months.
Tech Partnerships and Celebrity Investors
To strengthen its technology stack, KiranaPro has also partnered with ZuperAI, a B2B management platform, to offer AI-driven retail market solutions. This move is expected to improve inventory management, optimize delivery routes, and provide data-based recommendations to local retailers.
In addition, the company has attracted celebrity investors like PV Sindhu, India’s Olympic medal-winning badminton player, and Arjun Vaidya, co-founder of V3 Ventures. Their backing adds credibility and media attention to KiranaPro’s brand.
About Likeo
Likeo, founded in 2019 by Saurav Kumar, started as a personalized lifestyle shopping app. It quickly evolved into a fashion tech platform, building virtual fitting rooms for fashion brands using AI and AR.
Likeo has worked with several fashion labels to create digital trial rooms that help customers see how outfits would look on them. With its fast delivery system and customized shopping interface, the company became popular among young online shoppers.
Its expertise in computer vision, machine learning, and augmented reality made it a natural fit for KiranaPro’s expansion into the fashion segment.
Final Thoughts
The acquisition of Likeo by KiranaPro is a strategic step that blends quick commerce with AI-driven fashion shopping. By combining grocery delivery and online fashion under one roof, KiranaPro is aiming to become a super app for the Indian consumer.
With the integration of virtual trial rooms, the BLACK platform is likely to attract new users, reduce product return rates, and offer a more fun and accurate shopping experience. The move shows how technology and personalization will drive the future of ecommerce in India, especially in non-metro regions.
As KiranaPro continues to grow, it is expected to bring more innovations, partnerships, and acquisitions to become a leader in both quick commerce and lifestyle shopping.
