New Delhi: Reliance retail has been advertising four times more since July to August this year compared to the same duration last year increasing its visibility amongst consumers as it takes control of one-third of India’s organised retail market and competes with ecommerce majors.Reliance Trends and Reliance Digital including My Jio Store were the top brands advertised by the conglomerate.From ranking 162 in the list of top advertisers on TV, according to Adex data, Reliance Retail moved to the 32nd spot this year during July-August period.The advertising has been in the run up to the acquisition of Future Group’s retail business across apparel, lifestyle and grocery segments. The deal has given the company control over more than a third of India’s organised retail.Experts said that there will be more such initiatives from the Mukesh Ambani owned company as it is now competing directly with the online retail majors like Amazon and Walmart owned Flipkart which spend heavily on advertising and promotions.”The real competition that Reliance Retail has is with the online player and if you look at the offline retailers, they don’t advertise much. That’s one reason why offline retailers have gone out of business. Promotions just in stores doesn’t mean anything, retailers also have to bring customers to stores,” said Harminder Sahni, managing director Wazir Advisors.The company emerged as the largest advertiser in the retail sector, accounting for 63 percent of overall TV advertising done by the retail industry across all national channels.Other retailers who advertised heavily on television during this period were Infiniti Retail Croma, Zoya Healthcare and Metro Cash and Carry, according to the Adex data.The Reliance Industries, which clocked revenues of Rs 1.63 lakh crore in the retail business last fiscal, will look at gaining market share in apparel and grocery segment as it has in electronics, experts said.
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