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Almost instantly, there is a call for your pin code, followed by a link to place the order.
Once the order is placed however, a PDF-based confirmation with the store’s details is sent to the user’s message box within five minutes.
The next day, a JioMart executive delivers the product, with a quick prompt from the company — a notification that the user has been enrolled into a programme called “Jio Prime Shop.”
Currently, owing to the ongoing lockdown, kirana (corner) stores on JioMart serve limited inventory. But that will be a thing of the past once restrictions are lifted.
JioMart, which started out as a point of sale (PoS) machine installation drive and order placing platform for kirana stores in early 2019, is leveraging its entire ecosystem – from its cash and carry unit for procurement and private labels to credit, inventory management, demand generation and doorstep delivery – as the oil-to-telecoms conglomerate pushes its digital commerce venture to go live, buoyed as it is after the recent investment by social media giant Facebook. What has really helped bring on board more kirana stores has been Jio’s ability to procure directly from Reliance Market – it’s B2B cash and carry e-marketplace.
And, this corner store ecosystem is now coming together as Reliance’s JioMart starts its pilot in select areas of Navi Mumbai, Thane and Kalyan.
Since the launch of the WhatsApp pilot, a store in Navi Mumbai which clocked an average billing of ₹5,000 a day, is getting orders worth ₹450-500 per day via the JioMart delivery channel.
The shopkeeper, however, expects order momentum to pick up soon. “In most categories, consumers are price conscious and not brand loyal. If we can procure and sell 7-10% cheaper, we will find customers,” he told ET.
His 275-square-foot store, registered online on JioMart, underwent a revamp in March into a mini-supermarket, with JioMart footing the ₹3.5-4 lakh bill which the store owner is expected to repay in monthly instalments over six years.
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