Abstract

In August 2007, Reliance ADAG launched India’s first youth social networking site, BigAdda.com, with the stated aim of providing the Internet savvy youth a forum for expression and interaction in their local language. Within a year of its launch, BigAdda became one of the fastest growing Internet-based social media businesses in India. With its unique features, the company aimed to widen its user base by targeting both the Internet and mobile segment of youth in particular and by focusing on partnerships with key media houses and celebrities.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Social networking, Reliance, Reliance ADAG, BigAdda, e-commerce, short messaging service, wireless application protocol, micro-blogging, blogs, Internet, Mobile Adda, Mo Blog, Reliance Entertainment