Reliance starts sales of electronics on JioMart ahead of festive season shopping

Reliance Industries started selling electronic products online on Wednesday, in time for festive season shopping and marking JioMart’s entry into India’s e-commerce segment that’s dominated by Amazon and Walmart’s Flipkart.

KOLKATA: Reliance Industries started selling electronic products online on Wednesday, in time for festive season shopping and marking JioMart’s entry into India’s e-commerce segment that’s dominated by Amazon and Walmart’s Flipkart.

JioMart is a unit of Mukesh Ambani-owned Reliance Retail, the country’s largest brick-and-mortar retailer. Reliance Digital will utilise 2,000 stores in 700 cities to fulfil the orders placed online, executives aware of the matter said.

The company started its pilot project by offering kitchen appliances, small home appliances like vacuum cleaners & air purifiers, electronic personal care products like shavers and trimmers, power banks, audio products and gadgets of brands such as Apple, Samsung, Sony, JBL, Philips, SanDisk and Bajaj.


Next in line, over 1-2 weeks, will be smartphones, tablets, laptops, large appliances like refrigerators, washing machines, air-conditioners and microwave ovens, and television sets.

In the pilot project, orders and deliveries are limited to residents of Navi Mumbai. However, the company plans to expand quickly to other cities to take advantage of the festival shopping.

JioMart’s pricing is comparable with those of Amazon and Flipkart, which are currently running their biggest annual discount sales. Reliance plans aggressive price offers for its private and exclusive labels like BPL and Kelvinator.
ADVERTISEMENT

“JioMart’s entry into electronics was planned before Diwali and it will be scaled up across categories and cities over the next 7-10 days so that Reliance can gain a share of the online pie,” said an industry executive.

An email sent to Reliance did not elicit any response till Wednesday press time.

Amazon and Flipkart are the largest e-commerce platforms in the country and consumer electronics, including smartphones, account for 60-65% of their total business. They’ve also benefitted from the Covid-19 outbreak, which has pushed consumers towards online buying.

According to researcher GfK India, which tracks actual sales, 42% of the laptops purchased in India during June-August were bought online compared with 25% a year earlier. Online television sales accounted for more than a third of overall sales compared with 22% a year ago. For smartphones, the share was 32% (29%) and for premium smartphones priced above Rs 30,000, it was 43% (38%).
ADVERTISEMENT

Euromonitor International said for appliances like refrigerators and washing machines, the share of e-commerce has more than doubled to about 15% this year.

JioMart, which started by selling food and grocery, ventured into fashion late last month. Reliance Retail recently raised Rs 37,710 crore from global investors including Silver Lake, KKR, General Atlantic, Mubadala, GIC, TPG and ADIA.
ADVERTISEMENT
READ MORE
ADVERTISEMENT

READ MORE:

LOGIN & CLAIM

50 TIMESPOINTS

Related Companies

More from our Partners

Loading next story
Text Size:AAA
Success
This article has been saved

*

+