Brick-and-mortar superstore chain, Big Bazaar is now gearing up to launch its two-hour home delivery across India in hopes to get more customer orders amid the ongoing pandemic which caused a restriction on the outdoor movement of people.
Big Bazaar’s Asli Dukan Campaign
Led by Kishore Biyani, for a long time the company is entangled in a fierce legal battle with US-based e-commerce giant Amazon.com for its deal with Reliance Retail.
Apart from this, this debt-laden company is also planning to launch a marketing blitzkrieg which is expected to take potshots at US etailer.
It seems the rivalry between Amazon and Big Bazaar is revealed profoundly since Amazon has been running an advertising campaign since 2016 with the tagline ‘India ki Apni Dukaan’ (India’s own shop).
On the other hand, Big Bazaar has come up with a similar kind of tagline which reads as ‘India ki Asli Dukan’ (India’s original shop), according to the sources.
What Does The Future Group Say?
A senior executive at Future Group said, “Employees at our stores are doubling as delivery executives. We have also tied up with hyperlocal delivery companies. Our average ticket size for essentials is around Rs 1,500 for this service, which is far higher than that of online-only players in the space,” in a daily.
Further adding that “No other player currently delivers in two hours,”.
The executive mentioned that “Apart from the ‘Asli Dukan’ moniker, we have played on the word ‘Amazing’ by using terms such as Amazing Service, Amazing Prices, Amazing Products and Amazing Deals,”.
How Does This Help?
Interestingly, Big Bazaar’s move comes when the debt-laden Future Group is looking at ways to put its assets to better use.
As we know that the Rs 24,700-crore worth proposed deal with Reliance (RIL) still hangs in the balance.
Last August, RIL had announced that it was buying out the retail and wholesale business of Future Group.
However, Amazon which is having a minority stake in an unlisted Future Group company has subsequently dragged the Mumbai-headquartered retailer to court.
The e-commerce giant alleged that the proposed deal violated contractual agreements.