The Mukesh Ambani-owned firm Reliance Retail will exit direct sale of packaged food, grocery and FMCG goods on its e-commerce platform JioMart by roping in kirana stores as franchise partners that will sell these products to consumers in their respective neighbourhoods. This marks a shift in strategy that differentiates it from other big online grocery platforms.
Reliance
has also decided to shelve its B2B cash-and-carry store format, Reliance
Market, which will be turned into fulfillment centres for B2B delivery of
products to kiranas. The neighbourhood stores will place their orders online
and get deliveries at their stores.
The
kiranas will source goods from Reliance or elsewhere, said two senior industry
executives aware of the plans. In the case of products ordered on JioMart and
not in stock with the kiranas—which typically sell the 300-400 most popular
items—Reliance Retail will supply them and the margins will be shared equally.
Also, Reliance will continue with the sale of perishables like
fruits and vegetables from its stores or fulfilment centres.
In order to pilot this system, JioMart has signed in nearly 56,000
kiranas from 30 cities. Reliance Retail is looking at enrolling kiranas in more
than 100 cities by April and will eventually implement this format wherever
JioMart has operations.