Ahead of its hybrid online-to-offline e-commerce launch, Mukesh Ambani-led RIL has begun withdrawing its products such as clothes, shoes including fashion and lifestyle products from its rival marketplaces like Amazon and Flipkart.
The process of withdrawal has gained pace in the past few months as the company gears up for e-comm initiatives, ET report said quoting people close to the development. The move is largely in sync to RIL’s aims to create exclusivity for its brands.
Two of its subsidiary firms Reliance Trends and Reliance Brands are asked to expedite the phasing-out process from non-Reliance marketplaces and not to take new order from this month, added the sources.
The products, which have been being withdrawn, include global brands for which RIL has the right to sell in India. At present, the company has joint ventures or master franchise arrangements with International brands such as Diesel, Kate Spade, Burberry, Canali, Emporio Armani, Jimmy Choo and Marks & Spencer among many others.
The company has asked all its subsidiaries to sell only on Ajio.com. The recent move is an extension of last year grand plan announced by Mukesh Ambani.
Entrackr queries to RIL in this regard await a response.
In July last year, Ambani had said that it sees its biggest growth opportunity in creating a hybrid, online-to-offline new commerce platform. The new platform will be created through the integration of its offline retail arm and online technology platform.
According to RIL chairman, the new commerce platform will redefine retail in India by enabling all customers to transition from simple shopping to personalised immersive shopping experience. It will also take the help of new technologies such as Augmented Reality, holographic technology, and VR devices.
In short, the marketplace will host all of Reliance Retail’s businesses, including grocery, fashion, jewellery, and electronics.
RIL is also working with kiranas stores and consumer brands to create an operational model that will enable shoppers to buy at neighbourhood shops using digital coupons via its Jio Money platform. It has also done pilots in Mumbai, Chennai and Ahmedabad.
As per industry experts, RIL has edge over its foreign rivals as it can sell, own and control inventory on its platform. In December, the government had brought regulations on foreign direct investment (FDI) in e-commerce marketplaces that favour local players.