Anil Ambanis ADAG group has launched a first of its kind service. Just when Mukesh’s retail venture is having hiccups, Ani Ambanis ADAG group has taken on the mobile retail bandwagon. Reliance is now offering Retail services to their users from their mobile phones.
Whats the service?
35million Reliance mobile customers can use their handsets to buy over 100,000 products ranging from fresh vegetables to groceries, ready made garments, toys and electronics.
How does it work?
I am guessing that users will be able to access this information using their R-World Application which comes along with the hand sets. The consumer can either take home delivery or pick up products from a delivery point. Anil Ambani is again leveraging his offline services by making Reliance World, Reliance World Express, Reliance Money, Reliance Insurance, Big Flicks, and Adlabs as the delivery points as pick up points. That is about 300,000 outlets in 10,000 towns.
For different handsets different products will be available i.e cheaper the handsets, more basic the need so lower and fewer the options. (initial approach)
Reliance started initial testing of formats like Mobi-HyperMall (in this menu, all the products can be assessed), Mobi-Mall (smaller than a hyper market), Mobi-Store (for products that can be bought in neighbourhood stores), Mobi-Fresh (vegetables), Mobi-Groc (groceries) and Mobi-Express (products that are needed regularly).
Conclusion –
had Anil Ambani too have decided to offline (like Mukesh Ambani) the costs would be 80% more than the current costs. It’s a unique service at an affordable price, it does save time and certainly make sense for reliance as they already have such a huge network across the country. What will be interesting to see is how other online players like Mkhoj.
