to deliver fresh groceries in Mumbai


The retail arm of Mukesh Ambani's Reliance Industries has taken baby steps towards ecommerce. Reliance Retail has launched a website to deliver fresh grocery products in select neighbourhoods of Mumbai. will sell fruits and vegetables, dairy products, groceries, packaged food, confectionary items and personal care products to residents of South Mumbai, Navi Mumbai and parts of Thane. The products will be similar to what is available in Reliance Fresh and Reliance Mart stores.

"We continue to explore newer markets and channels to leverage our solid foundation. The launch of adds the 'direct delivery' channel to our network, besides convenience and choice to our valued customers. Over time we will certainly augment the direct delivery model," said a spokesperson of the company.


The venture operates through a subsidiary and follows a pilot project at the Reliance Corporate Park office in Navi Mumbai. Over the past year or so, its 10,000 employees there have availed of the facility through the Reliance Fresh-Project Direct website. The company delivers the products to customers either from the nearest Reliance store or its other distribution channels. It has not said when the home delivery services will be extended to other cities. In groceries, the company will compete against firms such as and, which deliver fresh products to consumers in some cities.

According to consultancy firm Technopak Advisors, India's e-commerce market, dominated by travelrelated services, is worth $10 billion at present and is expected to touch $200 billion by 2020. Online retailing stands at $600 million a year and may swell to $70 billion by 2020.

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