Reliance Jio is set to launch a super app, similar to WeChat, in India as it seeks to merge online-to-offline retail in the country.
To be modelled after WeChat in China, the super app will allow Reliance to let its 300 million mobile phone users to order goods and services on its platform and pay bills using its in-app payment services.
Reliance’s rivals like Snapdeal, Flipkart, Paytm and Hike, have all previously attempted to launch a WeChat-like service in the India, but dropped the idea in the end because of a lack of resources.
Reliance, led by India's richest man Mukesh Ambani, does not have such an issue as it has products, supply chains, tech team, internet user base, and logistics capabilities to support the demands of a ‘super app’.
The company has already removed its fashion and lifestyle products from online marketplaces like Amazon and Flipkart, and plans to generate half of its revenue from the consumer businesses in the next decade.
At present, about 80% of the group’s sales come from its traditional oil and gas business.
In South East Asia, it has been predicted that super app adopters like Grab, will see more ad dollars following in as super apps are the next frontier for adtech.