reliance: Reliance Retail hops on the ‘instant’ grocery delivery bandwagon

Reliance Retail has started instant grocery delivery service through a new platform and app under the JioMart Express brand, with trials currently ongoing in Navi Mumbai. The company plans to expand it into over 200 cities and towns where JioMart is currently operational by this calendar year end, two industry executives said.

With this, Reliance will compete against Tata-owned Big Basket, Zomato-funded Blinkit, Swiggy‘s Instamart, Walmart-owned Flipkart Quick and Zepto. Unlike few platforms like Blinkit and Zepto who are targeting ten-minute delivery of the order, JioMart Express is promising 90-minutes delivery and no minimum order value though free deliveries are only for orders above ₹199.

All deliveries in JioMart Express will be fulfilled from Reliance Retail stores which includes groceries, personal care and home care products at present. However, executives said Reliance is evaluating options to include other categories too such as medicines and small electronics like smartphones.

An email sent to Reliance Retail remained unanswered as of Friday press time.
Retail is India’s largest brick-and-mortar retailer by both number of stores and sales and is the market leader in categories like grocery, electronics and apparel. Earlier this year, Reliance had led a $240 million funding round in quick commerce hyperlocal firm Dunzo owning the largest 26% stake.

“JioMart Express will utilize Dunzo in the markets where it is strong like the metroes as well as its own delivery fleet,” an executive said.

To be sure, quick commerce is not new for Reliance Retail. It has been delivering orders in less than three hours placed through Reliance Digital online or app for smaller consumer electronics such as mobile phones and laptops.