Ambani-Tata's new 'quick' blast
Imagine, your phone suddenly gets damaged and you have a new phone in your hands within 10 minutes. Or you need a new mixer grinder before the guests arrive, and it should arrive immediately. Now all this is about to come true. In fact, the country's two largest business houses, Reliance Retail and Tata Group, are going to write a new chapter of 'quick commerce' in the world of electronics. After instant delivery of groceries, now it is the turn of electronic goods like smartphones, laptops and headphones. Industry experts believe that this step can change the entire story of instant delivery in India.
Till now we were used to getting milk, bread or vegetables within 10 minutes, but now expensive electronic goods will also reach our homes at the same speed. There are two main reasons behind this big change: first, the high purchase value of these goods and second, 'instant gratification' in the behavior of customers i.e. the desire to get everything immediately.
Industry executives believe that quick commerce in electronics can even overtake the grocery segment. Its mathematics is simple. It is much more profitable for companies to send a smartphone worth Rs 20,000 in one delivery than sending groceries worth Rs 200. The mentality of customers is also changing. People don't want to wait anymore.
Reliance Retail has put all its strength into this new race. The company has made the entire range of 'Grab-and-Go' products sold in its stores available for quick commerce on its online platform JioMart. Reliance promises delivery within 30 minutes. This service has also started in the top 10 cities of the country.
"If you look at a typical quick commerce player, they have very little choice (of electronics), maybe just an iPhone or a new model. But the entire 'grab-and-go' assortment of our big electronics stores is available for delivery in a 30-minute timeline. That means the customer has a lot to choose from," Dinesh Taluja, chief financial officer (CFO) of Reliance Retail, told analysts. There are options.”
Tata Group is also not behind in this competition. He has combined his electronic retail store 'Croma' with his quick commerce venture 'Big Basket'. This service has currently started in Bengaluru and will soon be expanded to other cities also. Tata had earlier tried immediate delivery of large appliances (like TV, fridge), but their demand was found to be limited. Therefore, now the entire focus will be on small electronic items.
Another big step is that Big Basket has become the official reseller of Apple only last month. With this, it can stock all Apple products and is claiming to deliver them in just ten minutes.
Even before this step of Reliance and Tata, many players are in this field, but their scope has been limited. Operators like Zepto, Swiggy Instamart and Blinkit also tried their hand in electronics, but their initial attempts to sell big products like ACs were not successful. They too are now focusing on 'grab-and-go' items like smartphones, kitchen appliances and accessories, but they do not have a large assortment like Reliance.
At the same time, established retailers like Vijay Sales and Sangeetha Mobiles are also providing this service in the markets where they have their stores. Bengaluru-based Sangeetha Mobiles is offering delivery in 30 minutes, while Vijay Sales delivers all products, including large appliances like refrigerators and washing machines, in two hours.
Even though Amazon and Flipkart dominate the current e-commerce market, this new war of 'instant delivery' is going to provide a flurry of options for the customers. It is certain that in the coming days, our way of buying gadgets is going to change forever.
