JioMart: Changing the Dynamics of Retail Industry in India
| Case Code: MKTG420 Case Length: 10 Pages Period: 2019-2020 Pub Date: 2020 Teaching Note: Available |
Price: Rs.300 Organization : Reliance Retail Limited Industry :Retailing Countries : India Themes: Marketing Strategy/ Channel Strategy & Development/ Strategy Implementation |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Changing Retail Scenario in India
Retailing in India remained one of the key pillars of its economy. According to the Indian credit rating agency CARE Ratings, the Indian retail industry was valued at US$72 billion as of 2018, contributing about 10% of the country’s Gross Domestic Product (GDP) and generating around 8% of employment. The industry had witnessed a CAGR (compound annual growth rate) of about 10% between 2013 and 2018, which was nearly double the growth the industry had witnessed between 2008 and 2013...
How it Works
JioMart offered free and express delivery for a list of grocery goods, which consisted of around 50,000 items as of January 2020. The list of products offered by JioMart included fruits and vegetables, dairy and bakery products, rice, pulses, oil, packaged food, frozen food, pet food, beverages, personal care, and homecare and baby care products. JioMart also offered farm produce that was directly sourced from farmers..
Services Delivery
Earlier, in April 2020, RIL started JioMart delivery services as a pilot project to serve users in three neighborhoods – Navi Mumbai, Thane, and Kalyan surrounding Mumbai city in India. On April 21, 2020, Facebook signed an agreement to invest INR 435.74 billion in Jio Platforms. Reliance’s partnership with Facebook, which bought a 9.99% stake in Jio Platforms, aimed to use WhatsApp to reach out to consumers, while using kirana stores and its own retail prowess for supply. With this partnership, Reliance was poised to reap the benefits of WhatsApp’s more than 400 million users in India. ..
Competitive Advantage
India's e-commerce market was dominated by the world’s well-known technology companies Amazon and WalMart’s Flipkart. There were Indian players like BigBasket, MilkBasket, and Grofers, which had a considerable presence. ..
Road Ahead
Despite its competitive advantages, JioMart faced challenges from rivals. Amazon launched its own project code-named ‘Local Shops on Amazon’ to connect with the kirana stores and help them sell online in India. ..
Exhibits
Exhibit I: Reliance Retail and WhatsApp Partnership
Exhibit II: Reliance Retail Brands in India
Exhibit III: Post Covid-19 Consumer Spending Across the Sectors
Buy this case study (Please select any one of the payment options)
| Price: Rs.300 |
Price: Rs.300 | PayPal (7 USD) |
