Reliance has finally launched its e-commerce portal JioMart for several cities across India after running a pilot for limited pin codes in Mumbai, a move that is set to change the current positioning of the online grocery delivery service in India which is currently dominated by Bigbasket and Grofers.
Initially, Reliance JioMart was launched in selected areas in the Mumbai, Maharashtra as a testing model. Now the company has expanded this e-commerce venture across different cities in India. JioMart will now deliver grocery items in more than 200 towns across the country. This venture aims to offer free express grocery delivery from nearby shops and stores to its users. Currently, the website offers a limited number of products due to the COVID-19 condition. However, reports suggest that more will be added to the catalog once the country observes normalcy.
The e-commerce platform, which Reliance calls a “single virtual store”, will deliver products in 200 towns and cities in India, including metros, Tier I, and II locations. With JioMart, Reliance takes on Amazon Fresh, Bigbasket, Grofers, and online grocery operations of Flipkart, Zomato, Swiggy, etc. It combines Reliance Retail’s sourcing power with Jio Platforms’ online reach to offer daily essentials and other consumer goods.
The platform covers everything related to grocery, FMCG, and consumer goods. It also has as an introductory offer of a 5% discount on MRP for few products. With JioMart, Mukesh Ambani is eyeing to disrupt the offline to online or the O2O segment and likely to impact incumbents such as Amazon, Flipkart, Paytm, Swiggy, Zomato, Cure.Fit, Meesho, and all others in the segment.
One of the biggest offline retailers in India, Reliance Retail is well equipped to evangelize the omnichannel approach better than others. Jio also ramped up its play and tamed competition with a hefty Rs 78,562 crore funding across five rounds in the past few weeks. Besides Facebook, the likes of General Atlantic, KKR, and Vista recently invested in the firm.
The launch of the long-awaited platform has certainly sent the competition and their backers to the drawing board to explore ways to fight the country’s largest offline retailer armed with a rich war chest.
The horizontal e-commerce space has entered into an interesting phase in India with Reliance now joining the game that is being fiercely fought between the world’s largest offline and online retailers: Walmart and Amazon. Apart from this online grocery service, Reliance Retail operates neighborhood stores (Reliance Fresh), supermarkets (Reliance SMART), hypermarkets, wholesale, and specialty stores. It also operates Qwik Mart, a convenience, go-to store at its fuel stations.