- Indian etailer, Big Bazar’s marketing strategy set to take potshots at US’s Amazon in India.
- The move intensifies the Big Bazar parent company, Future Group’s legal battle against Amazon.
- Debt-laden Future Group’s worth Rs. 24,700 crore deal with Reliance hangs in balance.
Future Group has adopted a marketing strategy that is set to put its asset, Big Bazar moves forward to good use. During the time of the pandemic, the retail giant of India started a home delivery network, with a unique proposition of ‘delivery under two hours.’ Big Bazar is now set to low-blow Amazon by launching its new marketing blitzkrieg.
Battle for Supremacy
Since 2016 Amazon’s tagline has been ‘India ki Apni Dukan’ (India’s own shop), but now Big Bazar has stepped into the online retail business. In order to attract new customers it will go on with a tagline reading ‘India ki Asli Dukan’ (India’s original shop). Further, Big Bazar will emphasize the word ‘Amazing’ in its campaigns. Amazing Deals, Amazing Prices, Amazing Services, etc., will be frequently used as a forte. Amazon is already locked up in a fierce legal battle against Kishore Biyaniled of the Future Group.
Offering One-of-a-Kind Service
With the developments during the pandemic, Big Bazar has doubled its delivery executives. It has also created a network with hyper local delivery companies ahead of the move. As there’s no competition the retailer has set the average ticket size for the two-hour delivery as Rs. 1,500.
This announcement comes at a time when the debt-laden Future Group is seeking opportunities to converge its growth. In August 2020, the company was set to crack a deal for its retail and wholesale subsidiaries to Reliance. Reliance had offered a deal of Rs. 24,700 crore for the ownership of Big Bazar. But Amazon took Future Group to court on the account of contract violation.
Both Amazon and Big Bazar officials have not yet commented on the legal stands post the move.