Reliance Retail’s multi-brand e-commerce platform JioMart is going head-to-head against giants like Amazon and Flipkart by unfurling plans to expand into categories like fashion, consumer electronics and smartphones for the festive season.
Likely to trigger a price war, the new items up for purchase will probably be put on heavy discounts, making their price lower than that on other e-commerce channels.
The business will focus on deep discounting activities impacting mostly private and exclusive brands such as Reliance’s own fashion labels as well as electronics from Kelvinator, Sharp and BPL amongst others, i.e., the discounting will only be applicable to brands Reliance has full pricing control over.
The retail arm of Reliance has already been garnering both investor and public support which is corroborated by the fact that Reliance Industries Limited (RIL) recently raised Rs. 13,000 crore.
The new categories are expected to be unveiled in most cities where it has a store presence by next month.
It is expected to announce a sale similar to Amazon’s Great Indian Festival Sale and Flipkart’s Big Billion Days from Navratri to Diwali, a period of excellent e-commerce business.
The prices on JioMart are likely to be the lowest of all, according to ET Bureau.
During the festive season, JioMart online orders will be fulfilled through Reliance Retail’s network of 11,800 physical stores with options for one-day delivery.
The business aims to harness its heavy discounting to win over shoppers who are currently loyal to other large e-commerce platforms.
