Abstract

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 reliancemoney-mall.com. 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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing of financial services
• Distribution
• and Online advertising.

Keywords

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