Reliance ADAG Forays into Online Retail Business



Case Code : CLMM043
Publication date : 2009
Subject : Marketing Management
Industry : Financial services
Length : 03 Pages
Price : Rs. 100

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Key words:

Online retail, financial services, e-commerce, web portal, online shopping, Internet, distribution network, Reliance ADAG, Reliance Money, Reliance Capital,, online advertising


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On November 23, 2008, Reliance ADAG announced its foray into the online retail business through its financial services division, Reliance Money (RM). RM operated its online retail business through its e-commerce portal called Through this portal, RM aimed to tap the growing number of Internet users by offering an array of products for online shopping. Analysts felt that it was logical for Reliance ADAG to enter the online retail business considering the enormous potential in the business. RM aimed to garner a market share of 20 percent in the online retail business by the end of 2009.


  » Marketing of financial services
  » Distribution
  »Online advertising


On November 23, 2008, the Reliance Anil Dhirubhai Ambani Group (Reliance ADAG), announced its foray into the online retail business. Reliance ADAG planned to operate its online retail business through its financial products distribution arm, Reliance Money (RM). RM was launched by Reliance ADAG in April 2007 as the financial services division under Reliance ADAG’s financial arm, Reliance Capital Limited (RCL)...

Questions for Discussion:

1. Discuss the rationale behind the launch of the e-commerce portal by Reliance ADAG.

2. Do you think Reliance Money will be able to tap the opportunities offered by the Indian online retail business? Also, comment on how the new venture will fare in the intensely competitive online retail market.

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