Reliance Retail, India’s largest retailer, has officially stepped into the quick commerce market, taking on established players like Blinkit (owned by Zomato), Swiggy Instamart, and BigBasket. The company launched its services through JioMart, starting in Navi Mumbai and Bengaluru, signaling its intent to disrupt this fast-growing segment, according to The Economic Times. Initially focusing on grocery items from its extensive network of 3,000 stores, Reliance has plans to extend the offering to value fashion and small electronics like smartphones and laptops.
Pan-India Expansion Plans
Reliance aims for rapid expansion, with the goal of covering most major cities across India by the end of the month. The company plans to deliver the majority of orders within 10-15 minutes, with the rest being fulfilled in under 30 minutes. Reliance will rely on its logistics arm, Grab, which it had acquired earlier, to manage these quick deliveries.
Strategy Built on Existing Infrastructure
Unlike other quick commerce operators that rely on dark stores or neighborhood warehouses, Reliance will leverage its existing retail infrastructure for order fulfillment. While this strategy offers efficiency in terms of using existing resources, analysts have noted that traffic congestion in large cities could pose challenges to meeting the delivery timeframes.
Fee-Free Delivery to Attract Customers
In a bid to attract customers, Reliance has opted not to charge delivery, platform, or surge fees, a stark contrast to competitors like Blinkit and Swiggy Instamart, which charge additional fees. The company is also targeting smaller cities and towns, which remain largely untapped by other quick commerce players, aiming to gain an edge over its rivals.
Extensive Product Range and Wider Reach
Reliance is planning to expand its service to 1,150 cities, covering 5,000 pin codes, and will offer a vast range of 10,000-12,000 SKUs, far exceeding the typical inventory available on other platforms. This extensive range and reach are expected to give Reliance a significant competitive advantage in both metro areas and smaller towns.
