The country has around 450,000 traditional distributors, who have legions of salespeople to service every corner of the vast nation, including 600,000 villages. But Reliance's model throws a wrench in that supply chain: the mom-and-pop stores, known as 'kiranas', can order goods on JioMart Partner with deliveries promised within 24 hours. 'GUERRILLA TACTICS'The scale and speed of the disruption have triggered tensions between traditional distributors and Reliance that have boiled over into physical confrontation in some cases. Jefferies in March estimated kiranas will "steadily increase the share of procurement" from Reliance "at the cost of traditional distributors". Back in Sangli, traditional distributors said they have at times chased down Reliance vehicles and confronted drivers, alleging unauthorised deliveries.

Source: Mint November 22, 2021 08:15 UTC