Reliance has launched JioMart, its e-commerce portal, for several cities across India after running a pilot for limited pin codes in Mumbai, a move that is set to change the current positioning of the online grocery delivery service in India that is presently dominated by Grofers and Bigbasket.
The service is live across Chennai, Hyderabad, Mumbai, Jaipur, Kolkata, Delhi, Bengaluru, Trivandrum and some tier II cities too. During the pilot, JioMart was working with a business account of WhatsApp.
The JioMart website has listed essential grocery commodities along with farm produce. The vegetables and fruits will be directly sourced from farmers who have collaborated with the brand. So technically, it would also compete with micro delivery platforms such as BBDaily, Swiggy’s Suprdaily, Milkbasket and also farm to fork businesses including Crofarm and Ninjacart.
The platform covers everything related to grocery, consumer goods and FMCG. It also has as an introductory offer of a 5 per cent discount on maximum retail price for few products. With JioMart, Mukesh Ambani is targetting to disrupt the offline to online or the O2O segment and likely to impact incumbents such as Flipkart, Amazon, Cure.Fit, Paytm, Swiggy, Zomato, Meesho and all others in the segment.
Reliance Retail, one of the biggest offline retailers in India, is well prepared to evangelise the omnichannel approach better than others. Jio also ramped up its play and tamed competition with a hefty Rs 78,562 crore funding across five rounds in the past couple of weeks. Besides Facebook, the likes of KKR, General Atlantic and Vista recently invested in the company.